Diageo seeks shop for The Singleton

Diageo is on the hunt for an ad agency to handle The Singleton Scotch whisky brand.

The Singleton: handling pitch
The Singleton: handling pitch

The drinks company is believed to be handling the pitch process in-house and wants The Singleton to become the biggest-selling single malt in the world.

Much of The Singleton’s recent marketing activity in the UK has focused on experiential events. Last year, the brand created The Singleton Night Market on London’s South Bank in an attempt to modernise the way people drink whisky.

Diageo appointed the independent shop Love in 2014 to oversee the Western Europe direct and e-CRM business for its single-malt whiskies, including the Friends of the Classic Malts loyalty club.

In 2013, The Singleton created the "world’s first multisensory" bar in Soho, London, called The Singleton Sensorium. Visitors could experience how different sounds, smells and sights changed the way the whisky tasted.

Single-malt whiskies have been distilled in the Dufftown distillery in Speyside since 1896. The Singleton is available as a 12- and 15-year-old whisky, as well as in the Tailfire and Sunray varieties, which are claimed to bring out the whisky’s fruity and honey notes.

Diageo declined to comment to Campaign.