Diageo is on the hunt for a digital agency to work on its pan-European ecommerce strategy and help it sell more brands direct to consumer.

The drinks group, which houses global brands including Guinness, Baileys, Johnnie Walker, Smirnoff and Captain Morgan, has asked agencies to pitch their ideas for improving user experience across its websites.

Diageo is looking to better monetise its digital business by selling directly to consumers online, an area it has made some moves into to date.

It made its first foray into direct online sales to consumers in 2013 when it launched luxury brand site ‘Alexander & James’, selling premium labels including Blue Label, Gold Label, Johnnie Walker, Tanqueray, Ciroc, Ketel One and single malts such as Cragganmore. Diageo worked with agency Huge on the development of the site, which is still live today.

According to the drinks group, the current pitch process is closed, and four agencies are understood to be on the shortlist.

Marco Preda, Diageo Europe’s general manager for digital and ecommerce, said: “We are in the process of selecting a digital content agency to support us as we look to streamline and tailor our ecommerce content and channels, improving the user journey.”

Diageo has been reviewing various aspects of its media and marketing operations recently. In December 2014 it appointed Anomaly to manage its global creative account.

Last month, Diageo appointed James Thompson as its new chief marketing and innovation officer for North America.