Diageo GB has revealed a significant expansion of its support for independent operators across the on and off trade, more than doubling its dedicated independent on trade and convenience team with the recruitment of over 100 new roles.
The expanded team will bolster its purpose of supporting and servicing the independent free trade. This includes advising on optimising displays, in-store merchandising, and sharpening in-outlet brand execution for Diageo products, all of which help to drive value share growth for the customer.
With the new hires, who will be on the street visiting customers from February, Diageo GB’s independent teams will not only increase the amount of outlets it can support but increase frequency of visits from quarterly to monthly, helping to create more brilliant shopper experiences.
This expansion forms a key part of Diageo’s commitment to putting the independent operator at the heart of what we do, and follows positive results since Diageo brought its Field & Technical team in-house in 2024, with on-trade sites receiving regular visits from the team seeing an increase in sales across the Diageo portfolio.
Alongside this expansion, further enhancements are being made to Diageo’s trade platform, Diageo One; the business’s platform which provides 24/7 virtual training, category guidance, and digital ordering tools to help customers leverage brands including Guinness, Smirnoff, and Captain Morgan.
Diageo is constantly listening to its customers, and this investment is the latest in a series of steps to improve operational excellence to support its ambition to ignite growth in the drinks category. This includes the creation of the Diageo Luxury Company in 2024 to transform its luxury capabilities across GB, and growth of the Diageo One platform.
“Independent customers are vital to our business and to their communities, and this investment marks a significant commitment to supporting this channel while helping to unlock potential growth within the drinks category,” said Barry O’Sullivan, Managing Director for Diageo GB. “We’re putting more feet on the street to reach even more customers across GB, a move that will drive value for our operators while co-creating brilliant experiences for consumers.”