Diageo partners with Deliveroo for on-demand booze

Drinks giant Diageo has teamed up with Deliveroo to launch thebar.com, an on-demand alcohol delivery service, in time for the festive season.

Thebar.com aims to “take the stress of out of shopping” by offering Diageo products for at-home delivery via Deliveroo’s service.

Customers can source brands including Smirnoff vodka, Gordon’s Gin, Captain Morgan rum, Johnnie Walker blended Scotch and Baileys cream liqueur by searching for ‘thebar.com’ in Deliveroo’s app an website in selected geographic areas.

Deliveroo’s team of cyclists and bikers will then deliver the drinks to the customer’s home, in line with its takeaway provision.

The new online service will launch in London, where some deliveries will be accompanied by beatboxing Christmas carol singers.

All orders are subject to standard Deliveroo times which can vary.

Earlier this year, Diageo confirmed it had invested in fast-growing on-demand US alcohol delivery platform Drizly through a third-party in 2015.

Meanwhile in July Deliveroo announced it had struck up a number of retail and bar partnerships that allow it to deliver alcohol to UK customers in 20 minutes.