A new partnership between drinks giant Diageo and online platform Uber Eats could help convenience retailers to grow alcohol sales.

Customers will soon be able to order Diageo products such as Smirnoff and Baileys from their local store using the platform. 

The manufacturer said the initiative is intended to attract new customers, while offering loyal shoppers a new way to access Diageo’s products.

Anish Parekh, of Londis Broadoak & Post Office, Ashton-under-Lyne, said he would use the Uber Eats app if other drinks manufacturers were also involved.

He said: “It would help kick-start businesses and increase opportunities.”

However, Jai Singh, of MJ’s Go Local Extra, Sheffield, said he was concerned about margins.

He said: “If we have a promotion, margins are hit but that promotion serves as a footfall driver. However, if we offer a delivery service, other impulse purchases will not happen.”

Diageo and Uber Eats are currently trialling their initiative with convenience chain Portlands 24/7.