Diageo has launched a new luxury e-commerce platform dedicated to its collection of reserve brands including Johnnie Walker Blue Label, Johnnie Walker Gold Label Reserve, Tanqueray No. TEN, Ciroc Ultra Premuim Vodka, Ketel One Vodka and selected Diageo single malts.
The new site, Alexander & James, sees Diageo selling directly to customers online in the UK and will provide a luxury, end-to-end experience for discerning shoppers online.
Alexander & James managing director, Philippa Dickson, commented: “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…We provide the ease of making a well-informed purchase online.”
Digital agency Huge was engaged by Diageo to create and design the brand and purchase experience. In a bid to further extend the luxury experience Huge has also designed premium packaging for Alexander & James purchases. The site features the ability to store and send to multiple addresses from one purchase and Facebook integration to allow members to share wish lists and get reminders of friend’s birthdays.
Also partnering with Diageo on the venture is PFSweb who are providing a custom e-commerce solution including professional services, international logistics and distribution as well as customer care. PFSweb are also set to offer some interactive marketing services.
“We are excited to add the world’s leading premium drinks business to our ever-expanding portfolio of companies and brands that utilise our Global End2End e-commerce platform. We look forward to working with Diageo on this new brand platform,” said Mike Willoughby president of FSWeb.