Diageo and Huge Launch First Spirits E-Commerce Platform.

Diageo has partnered with Huge to launch Alexander & James, the company’s first e-commerce platform that allows consumers to purchase spirits online.

February 14, 2013

February 14, 2013. London. Diageo has partnered with Huge London to launch Alexander & James, the company’s first e-commerce platform that allows consumers to purchase spirits online. Huge worked with Diageo to design and develop the Alexander & James concept, branding, website and premium packaging.

The new website, named for legendary spirits masters Alexander Walker and James Buchanan, provides a luxury experience for discerning shoppers online and is dedicated to Diageo’s collection of Reserve brands, including Johnnie Walker Blue Label, Johnnie Walker Gold Label Reserve, Tanqueray No. TEN, Ciroc Ultra Premium Vodka, Ketel One Vodka and select Diageo single malts. To develop the site, Huge worked with PFSweb, which provided a custom e-commerce solution that includes professional services, international logistics and distribution, and customer care.

In addition to browsing and ordering spirits, visitors can also learn about Diageo’s product offerings and receive expert advice on food pairing and mixology ideas for every occasion, in order to make well-informed purchases. The site’s exclusive editorial content is updated monthly and includes relevant features and interviews, news on upcoming events and tastings, seasonal cocktail recipes and bartender tips. The site also includes social features, such as Facebook integration that allows users to share their product wish lists with friends and receive reminders about friends’ birthdays.

“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 and bring the brand’s craftsmanship, heritage and provenance to life,” said Philippa Dickson, Managing Director of Alexander & James.

“Huge is proud to partner with Diageo for its first direct-to-consumer retail venture on the Web. We’re excited to have the opportunity to help set a new standard for luxury spirits e-commerce,” added Shirley Au, President of Huge.

Alexander & James is only available to customers in the U.K. at the moment, but will soon be launching across Europe. For more information, visit AlexanderAndJames.com or follow the brand on Facebook and Twitter.

About Alexander & James: Alexander & James is new on the Internet, but has over half a century of real-life craftsmanship and heritage behind it, as a proud part of Diageo, the world’s leading spirits company. The Alexander & James name is a tribute to two of the grandest spirits masters ever -- Alexander Walker II and James Buchanan. Exclusive to the U.K. for now, Alexander & James will soon be launching in select markets across Europe. For more information on Alexander & James, visit www.alexanderandjames.com/about-us or find us on Facebook and Twitter. Alexander & James values quality over quantity, including responsible consumption of spirits. Visit www.DRINKiQ.com for information and tools to promote responsible drinking.

About Huge: Huge is a digital agency that provides business strategy, design, marketing and technology services to some of the world's largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients. Huge has offices based in the United States, Europe and Latin America, and is part of the Interpublic Group of Companies.