EHS Brann, Tullo Marshall Warren and KLP Euro RSCG will battle it out for the opportunity to market Diageo's top-of-the-range lines, such as Talisker Whisky and Johnnie Walker Blue Label.
The pitch will not threaten Diageo's existing DM roster, which comprises Craik Jones Watson Mitchell Voelkel, TMW, Chemistry Group and Triangle Communications.
TMW handles the below-the-line work for both the Smirnoff vodka range and Guinness. EHS Brann handled the Guinness account before last year's roster review.
The move is the latest Diageo advertising review to take place this year.
In May, Grey London won the Captain Morgan's Original Spiced rum account, beating off the roster agencies Bartle Bogle Hegarty and Mother.
Last month, Diageo began talks with agencies over its £7 million Archers account. Bartle Bogle Hegarty, Mother, Fallon and the incumbent Saatchi & Saatchi have since pitched.
The drinks giant is also reviewing its Baileys Original Irish Cream Liqueur business with a view to creating a second place on its international roster.
The £40 million global account was held by J. Walter Thompson for six years.
Diageo's roster also includes Miles Calcraft Briginshaw Duffy and Abbott Mead Vickers BBDO.