Diageo increases on-demand alcohol offering

Diageo has partnered with home delivery service UberEats in the hope of growing alcohol retail sales across the UK.

Diageo has partnered with home delivery service UberEats

Through the new partnership, retailers will be able to use Diageo as a supply partner, ordering its alcoholic beverages, as well as mixers and snacks, via the UberEats app.

It is hoped that the new initiative will provide a significant opportunity to increase alcohol sales among new customers, while also offering regular customers a new way to purchase Diageo’s products.

Rachel D’Silva, from Diageo GB, said: “Our partnership with UberEats aims to expand the growing opportunity of on-demand delivery into the convenience sector by bridging the gap between retailers and consumers.

“Through this partnership, Diageo has embraced an innovative technology trend, driven by a shift in millennial needs and a rise in tech-enabled delivery channels. The initiative also enables our trusted stockists to work alongside us and UberEats to set up, promote, and arrange a smooth pickup and delivery service, which will help them to maximise alcohol sales as a result.”

Diageo has already established successful partnerships of this kind with convenience chain, Portlands 24/7. Over the last eight weeks, nine of its central London stores saw an 8% increase in alcohol sales as a result of the UberEats and Diageo link-up.

UberEats allows customers to use their Uber account to digitally order, pay, track and receive their favourite drinks and snacks straight to their door.

The partnership between UberEats and Diageo follows a similar tie between the spirits producer and home delivery app Deliveroo.