Alcoholic drinks giant Diageo has signed a new partnership with delivery app, UberEATs, to begin delivering its drinks brands to consumers from local convenience stores.
Retailers will be invited to work alongside Diageo as supply partners to fulfil orders of its beverages, as well as mixers and snacks, via the UberEATs app. The initiative aims to give convenience retailers the opportunity to increase alcohol sales with new customers.
UberEATs is a spin-off takeaway delivery service by the same company that owns cab-hailing app Uber, and competes directly with Deliveroo in the delivery market.
The deal follows Diageo’s supplier partnership with convenience chain Portlands 24/7, which has seen nine of its central London stores generate an 8% increase in alcohol sales over the last eight weeks through the UberEATs and Diageo contract.
Rachel D’Silva, Diageo GB, said: “Our partnership with UberEATs aims to expand the growing opportunity of on-demand delivery into the convenience sector by bridging the gap between retailers and consumers.
“Through this partnership, Diageo has embraced an innovative technology trend, driven by a shift in millennial needs and a rise in tech-enabled delivery channels.
“The initiative also enables our trusted stockists to work alongside us and UberEATs to set up, promote, and arrange a smooth pickup and delivery service, which will help them to maximise alcohol sales as a result.”