Photo courtesy of Flickr user ShopBlocks under the Creative Commons Licence 2.0

Diageo has stepped further into digital retail via a new partnership with UberEats.

The deal sees the spirits giant offer booze deliveries direct from convenience retailers between 11am and 11pm. Shoppers are able to use their Uber account to digitally order, pay for, track and receive booze, mixers and snacks - which arrives at their door within 35 minutes. Recipients will be required to show valid photo ID upon delivery.

The move capitalises on “a shift in millennial needs and a rise in tech-enabled delivery channels” said Diageo digital commerce manager Rachel D’Silva.

Central London convenience chain Portlands 24/7 recently completed an eight-week trial with the service, which it claimed had contributed to an 8% boost in BWS sales.

Diageo also works with Deliveroo and Frankie & Benny’s to offer alcohol and food deals to delivery customers of the casual dining chain.

The tie-up with Uber follows the launch of Diageo’s ‘The Bar’ skill for the Alexa-powered Amazon Echo Show device last week, with which consumers can ask Alexa to create cocktail recipes based on personal preferences and be walked through making them.