Diageo launches e-commerce site for luxury brands

A change in consumer shopping habits has led Diageo to create an “e-commerce platform” for its luxury labels.

Dubbed “Alexander & James“, the site is the first time that Diageo will sell directly to “discerning shoppers” in the UK.

The site is dedicated to Diageo’s Blue Label and Gold Label Reserve Johnnie Walkers, Tanqueray No. 10, Cîroc, Ketel One and other selected single malts such as Cragganmore, Singleton and Caol Ila.

Philippa Dickson, managing director of Alexander & James, said: “We created Alexander & James in response to the way people are seeking to purchase luxury items online. We identified an opportunity to create a luxury e-commerce platform that would be engaging and inspiring, bringing the brand product credentials to life – craftsmanship, heritage, provenance.

“Alexander & James is more than an online shop, it provides ideas that will appeal to the lifestyle of the discerning person alongside new and beautifully packaged gift ideas. It is a white glove, end to end luxury brand experience where people will be able to learn about our spirits and receive expert advice on food pairing and mixology ideas for every occasion. We provide the ease of making a well-informed purchase online.”

The site was created in partnership with digital agency, Huge, which also designed new packaging for the products bought online.

The company president, Shirley Au, said: “Huge is very proud to have been able to partner with Diageo for their first major spirits direct to consumer retail venture on the Web.

“This initiative is one of the most exciting out of Huge London so far, setting a new standard for luxury retail online.”