Diageo has partnered with Uber Eats to offer convenience retailers the opportunity to grow their alcohol sales with an online initiative.

Customers will be able to order Diageo products from their local store via the Uber Eats app, with Diageo suppling the stock.

Presently, trials are being conducted with convenience chain, Portlands 24/7, which has reported an 8% increase in alcohol sales over the past eight weeks in nine of its Central London stores. The initiate is designed to help retailers increase alcohol sales among new customers, while offering loyal customers a new way to access Diageo’s products.

Rachel D’Silva, digital commerce manager at Diageo, 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.”