Diageo has teamed up with Uber Eats to allow convenience retailers across the UK to sell their drinks to online shoppers.

Retailers are invited to work alongside Diageo as supply partners to fulfil orders for its drinks, which include Smirnoff, Guinness and Gordon’s, along with mixers and snacks.

Diageo ran a trial with Portlands 24/7, a nine-strong c-store chain in central London, and saw it drive an 8% increase in the stores’ BWS sales over an eight-week period.

Rachel D’Silva at Diageo GB said: “Our partnership with Uber Eats 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.”

Uber Eats is currently available from 11am to 11pm, seven days a week, and allows customers to use their Uber account to digitally order, pay, track and receive their favourite drink and snacks, arriving within an average of 35 minutes, direct to their door.

The app is age-gated and all users will be asked to provide their age prior to submitting an order, while photo ID to verify the recipient’s age is also required upon delivery.

Diageo is also working on a meal deal offering with food delivery service Deliveroo and Frankie & Benny’s to provide an alcohol and food offering to consumers, which is now live.