(TheDrinksBusiness) - A change in consumer shopping habits has led Diageo to create an “e-commerce platform” for its luxury labels. Dubbed “Alexander & James“, the site is the first time that Diageo will sell directly to “discerning shoppers” in the UK. The site is dedicated to Diageo’s Blue Label and Gold Label Reserve Johnnie Walkers, Tanqueray No. 10, Cîroc, Ketel One and other selected single malts such as Cragganmore, Singleton and Caol Ila. Philippa Dickson, managing director of Alexander & James, said: “We created Alexander & James in response to the way people are seeking to purchase luxury items online. We identified an opportunity to create a luxury e-commerce platform