Diageo signs up with Deliveroo

Diageo has become the latest brand to partner with Deliveroo to deliver its own brands on-demand to consumers.

Products from across spirit giant’s range are now available on Deliveroo’s app and website via its ‘brand’ thebar.com consumer site, with orders fulfilled by 30 local stores and off-licenses who have partnered with Diageo to deliver the service.

It  follows similar moves by Heineken, who launched its ‘Brew House’ brand using its local ‘star retailer scheme’ to supply the drinks in November, and Veuve Clicquot, which become the first Champagne house to team up with the UK on-demand delivery service earlier this month.

The brands Diageo has listed will include Smirnoff, Gordon’s, Captain Morgan, Johnnie Walker and Baileys in select areas in London, with nationwide suppliers set to be added next year.

Deliveroo has extending its reach into the off-trade through partnerships with retailers and with brands after it formally announced the roll-out of its stand-alone alcohol delivery service in July.

Prior to Deliveroo’s partnership with retailers including Majestic, BrewDog and well-known independents including Jeroboams’, Lea & Sandemans, The Sampler and Friarwood Fine Wines, its customers could only order drinks from the same restaurants they had ordered food from.

Diageo first dipped its toe in the water of direct-to-consumer shopping with the 2013 launch of its ‘Alexander and James’ e-commerce site, dedicated to dedicated to premium labels including Diageo’s Blue Label and Gold Label Reserve Johnnie Walkers, Tanqueray No. 10, Cîroc, Ketel One and selected single malt whiskies.