Diageo doubles down on independents with 100-plus new field sales roles
Diageo GB is more than doubling its field sales presence for independent operators across the on- and off-trade, adding over 100 new positions. The company says the move will lift the frequency of outlet visits from quarterly to monthly while deepening support through its Diageo One platform.
Diageo GB has expanded its field sales team in a move designed to provide more practical support to independent operators across both the on-trade and off-trade.
As per Diageo, the business has more than doubled its dedicated independent on-trade and convenience team with the recruitment of over 100 new roles, increasing its ability to call on independent outlets and advise on alcohol category performance.
The company said the enlarged team will focus on optimising displays, improving in-store merchandising and sharpening brand execution for Diageo products, to support independents looking to drive sales.
Rollout began in February
The first of the new hires were in place in the convenience channel from 1 February, according to Diageo, with recruitment and deployment continuing throughout March, April and May.
Diageo added that the increased headcount will broaden the number of outlets it can reach and will shift the average frequency of visits from quarterly to monthly, a change it believes will support more consistent shopper experiences.
Backing up the investment with Diageo One
Alongside the field sales expansion, Diageo said it is also making enhancements to its trade platform Diageo One, which provides 24-hour virtual training, category guidance and digital ordering tools.
The platform is intended to help customers make better use of brands including Guinness, Smirnoff and Captain Morgan.
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Building on 2024 changes to its support model
Diageo described the investment as part of its commitment to putting the independent operator at the heart of its work. The move follows what the company described as positive results since it brought its field and technical teams in-house in 2024.
As per Diageo, on-trade sites receiving regular visits from the team saw an increase in sales across the Diageo portfolio.
Ed Gallagher, channel director, field & technical at Diageo GB, said: “Independent free trade outlets are vital to our business and to their communities, and we’re confident that this investment will allow us to increase the level of support for the channel and help unlock further growth within the drinks category. By putting more feet on the street, we can reach more outlets more often and help to co-create more brilliant experiences for consumers up and down the country.”
A home market focus amid wider reshaping
The expansion comes at a time when Diageo has been active in reshaping its wider portfolio. As previously reported by the drinks business, Diageo agreed to sell its entire 65% stake in East African Breweries to Asahi for US$2.3 billion in a deal valuing EABL at US$4.8 billion, with completion expected in the second half of next year.
That report said EABL posted net sales of US$996 million and net income of US$94 million for the fiscal year ended 30 June 2025 and carried net debt of US$229 million.
As reported by the drinks business, Diageo said the sale was consistent with its strategy of selective disposals of non-core assets as it works to strengthen its balance sheet and return leverage to its target range of 2.5 to 3.0x.
In contrast, the latest move in Great Britain suggests Diageo is directing fresh resources towards its domestic independent trade, with a greater emphasis on physical presence, frequency and day-to-day execution at the outlet level.
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