Diageo hands DLKW brief for new bourbon

Delaney Lund Knox Warren & Partners has won a place on the Diageo roster, having been handed the account for Bulleit, the drinks giant's new bourbon brand.

The agency won the account without a pitch and has been briefed to create ads to support a UK launch in March. It will also work on a campaign, likely to centre on a television ad, which will air in the run-up to Christmas.

Diageo is backing the launch with a £2 million marketing spend and is looking to take on the market-leading bourbon, Jack Daniel's. Aimed at 25- to 35-year-old males, the product will be available in 9,000 pubs and bars from March as well as in the major supermarkets.

A Diageo spokesman said: "This gives us the opportunity to see what DLKW can do."

Diageo's media agency, Carat, will handle planning and buying for the launch and below-the-line activity is through The Pulse Group.

Diageo acquired Bulleit in December 2001 when it bought part of Seagram's wines and spirits business, which also includes Morgan dark rum, Crown Royal and VO Canadian whiskeys.