Diageo goes direct to the consumer with in-home parties

03/7/2014 | Bloomberg

Diageo is targeting high-end U.K. shoppers who favor premium spirits via its latest offering: a $3,300 in-home mix party, including a bartender and tiki-style cocktails. The new service is courtesy of Alexander & James, a Diageo e-retailer offering higher-ticket liquors. Diageo competitor Pernod Ricard is also targeting U.K. e-shoppers with its SipStor site, offering limited sales of premium spirits.

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