Diageo's new site cuts out retailers

08 March, 2013

Diageo has launched an e-commerce site which will cut out the regular supply chain and sell premium products direct to consumers.

Alexander & James is dedicated to products that fall under the umbrella of its Reserve Brands division, which includes malt whiskies and premium marques of Johnnie Walker, Tanqueray, Ciroc, Don Julio tequila, Zacapa rum, Ketel One vodka and Grand Marnier.

The line-up includes Distiller’s Edition exclusives of Glenkinchie, Royal Lochnagar, Caol Ila and Lagavulin whis- kies, glassware and bar accessories.

It is the first time Diageo has sold direct to consumers in the UK, where the website has been launched before rolling out to other European markets.

Managing director Philippa Dickson described Alexander & James as a “white-glove, end-to-end luxury brand experience where people will be able to learn about spirits and receive expert advice on food pairing and mixology ideas for every occasions”.




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