Diageo Expands UK On-trade Team: 100+ New Recruits
Deepening Local Support: Diageo Boosts UK Coverage Through Talent Investment
Johnnie Walker parent company Diageo has announced a significant expansion of its independent on-trade and convenience team in the UK, recruiting over 100 new members. This more than doubles the size of the dedicated team. This strategic move aims to increase service capacity, helping partners optimize in-store displays and merchandising strategies while strengthening brand performance at the front line. The first wave of new employees joined in February, with remaining recruitment and deployment set to be completed by May.
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The expansion of the field sales team will dramatically increase outlet coverage, shifting the average visit frequency from once a quarter to once a month. Ed Gallagher, director of field & technical, stated that the independent trade is vital to the company and local communities, and this investment provides deeper support. By increasing "feet on the street," Diageo can visit locations more frequently to create a higher quality and more consistent shopping experience for consumers.
This expansion plan reflects Diageo's commitment to putting independent operators at the core of its strategy. Since bringing the field and technical team in-house in 2024, regular visits have significantly driven sales growth. Alongside human support, the company is optimizing its trade platform, Diageo One, providing 24/7 virtual training, category guidance, and digital ordering tools to help customers leverage brands like Guinness, Smirnoff, and Captain Morgan to drive sales.
Furthermore, Diageo appointed former Tesco CEO Dave Lewis as group CEO last November, demonstrating its determination to deepen professional leadership in the retail sector. This large-scale recruitment in the UK market is a major milestone in the company's continued localization and competitive edge, aiming to unlock more growth potential in the beverage market alongside independent trade partners and further consolidate its global leadership.
📅 Publish Date: 2026-02-20
🔗 Source: https://www.thespiritsbusiness.com/2026/02/diageo-gb-supports-trade-with-100-new-recruits/