Global drinks giant Diageo has launched a luxury e-commerce platform, called Alexander & James, dedicated to its collection of Reserve brands.
The launch of the platform marks the first time Diageo has sold directly to online consumers in the UK. The aim is to ‘provide a luxury, end-to-end experience for discerning shoppers online’.
Diaego’s Reserve brands include Johnnie Walker Blue Label, Johnnie Walker Gold Label Reserve, Tanqueray No. TEN, Ciroc Ultra Premium Vodka, Ketel One Vodka and selected Diageo single malts.
Diageo teamed up with digital agency Huge to create and design the Alexander & James brand, as well as the shopper experience. The agency also designed premium packaging for the new brand.
The e-commerce solution was developed by PFSweb, which includes professional services, international logistics and distribution, customer care and some interactive marketing services.
Other features of the site include the ability to store and send items to multiple addresses and Facebook integration to allow members to share wish lists.
“We created Alexander & James in response to the way people are seeking to purchase luxury items online,” says Alexander & James managing director Philippa Dickson. “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.”
“It 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,” adds Dickson. “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.”