Working with London-based technology provider Foodity, recently rebranded to become Constant Commerce, the move will allow consumers to select their preferred retailer, such as Asda, Sainsbury’s and Tesco, and buy products directly from online content, advertising and applications.
The platform also updates product choices according to user preferences around value for money, ethical shopping choices and preferred brands.
The move involves feature brands such as Haig Club, the single grain scotch whisky collaboration between Diageo, David Beckham and Simon Fuller, with the company planning to roll it out to other brands in the future.
Diageo declined to share information on its efforts.
Other alcohol brands are also trying to tap into this market – earlier this year, AB InBev’s Leffe brand tried the technology by allowing consumers to purchase items from their preferred retailer via Leffe’s YouTube channel in a campaign promoting the beer’s ties to food.
Constant Commerce is the first to use technology that allows YouTube viewers to purchase products featured in the videos they’re watching without leaving the page or interrupting play.
The move by Diageo is part of the company’s wider e-commerce efforts and the trend for brands to try and drive direct sales through advertising.
In 2012, Diageo partnered with Amazon to launch a Smirnoff-branded YouTube for fans to purchase party items directly from featured videos.
In early 2013 Diageo also opened its first ever UK e-commerce store titled Alexander & James selling its premium brands including Johnnie Walker Blue Label, Ciroc Ultra Premium Vodka and selected single malts.
Most recently, in October Diageo announced it was looking to digital to bridge the gap between sales and marketing weeks before news that the company was reinstating an axed Pimm’s variant through e-commerce.