Diageo GB has expanded its field sales team in a bid to provide “more practical support” to independent operators across the on and off trade, it has announced.
The drinks giant has more than doubled its dedicated independent on-trade and convenience team with the recruitment of over 100 new roles.
As a result, the company claimed it would “reach a broader number of outlets and increase the average frequency of store visits from quarterly to monthly”.
The expanded team will increase Diageo’s capacity to call on independent outlets, advising on optimising displays, in-store merchandising and sharpening in-outlet brand execution. Diageo said the move would support stores looking to drive sales in the alcohol category.
The first hires joined the convenience channel on 1 February, with further recruitment and deployment rolling out across March, April and May.
Diageo said the investment follows “positive 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.
Ed Gallagher, channel director for field & technical at Diageo GB, said: “Independent free trade outlets are vital to our business and to their communities, and we’re confident that this investment will allow us to increase the level of support for the channel and help unlock further growth within the drinks category.
”By putting more feet on the street, we can reach more outlets more often and help to co-create more brilliant experiences for consumers up and down the country.”
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