The company has started to approach a number of UK ad agencies ahead of a pitch for the business.
It is looking for an agency to create a new integrated campaign that repositions the brand, as part of a renewed effort to challenge its better-selling rivals Famous Grouse and Bell’s.
The new creative idea is expected to be implemented in all of Whyte & Mackay’s upcoming marketing activity.
Whyte & Mackay, which is based Glasgow and owned by the India-based United Breweries Group, does not currently work with a single retained advertising shop. In the past it has used Scotland-based agencies to handle its marketing work, including The Union and Material Marketing.
Its media planning and buying duties are handled by Feather Brooksbank, which has worked on the business since 2004.
In recent years Whyte & Mackay’s marketing activity has predominantly focused on social media and sponsorship work.
Last year it launched a "Safari Hunt" campaign that challenged consumers to use clues hidden on Twitter and Google Maps to track down free bottles of whisky in various Glasgow and London pubs.
Among the events and teams sponsored by Whyte & Mackay includes Premier League Darts, the Force India Formula One team and Hibernian Football Club.