UK-based alcoholic beverages firm Diageo has collaborated with online delivery company Deliveroo to provide home delivery service in London.

Diageo's products are available for customers on Deliveroo’s app, as well as through its site thebar.com, reported thedrinksbusiness.com.

Around 30 local stores and off-licenses have partenered with Diageo to fulfill orders.

"Around 30 local stores and off-licenses have partenered with Diageo to fulfill orders."

Heineken and Veuve Clicquot also partnered with Deliveroo for similar services.

In November, Heineken introduced its Brew House brand through its local retailer programme.

Diageo's brands, made available through the online delivery service include Gordon’s, Smirnoff, Johnnie Walker, Baileys, and Captain Morgan.

Besides London, the firm intends to extend its current service to other regions of the UK by next year.

Deliveroo commenced its alcohol delivery service in July. Since then, it has been bolstering its reach. It has entered into partnerships with firms such as BrewDog, The Sampler and Friarwood Fine Wines.

In 2013, Diageo launched an e-commerce platform, which included its select brands such as Blue Label and Gold Label Reserve Johnnie Walkers, as well as some single malt whiskies.