Diageo has more than doubled its independent on‑trade and convenience team after recruiting over 100 field sales roles.
The drinks giant said the expanded team would increase the number of outlets it can support and boost visit frequency from quarterly to monthly.
The new hires, who will begin visiting customers from February, would strengthen Diageo’s mission to “support and service the independent free trade”, claimed the supplier. Their work includes advising on optimising displays, in-store merchandising and sharpening in-outlet brand execution for Diageo products.
Diageo said the investment follows “strong results” since it brought its field and technical team in‑house in 2024, noting that regularly visited on‑trade sites have recorded increased sales across the company’s brands.
Alongside the recruitment drive, further enhancements are being made to Diageo’s trade platform, Diageo One.
Barry O’Sullivan, managing director for Diageo GB, said: “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. 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.”
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