LONDON: Diageo has put its entire luxury spirits PR portfolio up for review in the UK.
The liquor giant confirmed it is in talks with a small number of agencies to promote its range of premium whisky, gin, rum, tequila, and vodka brands.
It is evaluating options as part of the review, such as creating a roster of agencies or a winner-takes-all award of the portfolio for one consumer shop.
The Reserve portfolio consists of six spirit brands: the Platinum Label blended Scotch whiskies, including Johnnie Walker Blue Label, Gold Label Reserve and classic single malt whiskies; Zacapa rum; Ketel One vodka; Don Julio tequila; Ciroc vodka; and Tanqueray No. Ten gin.
It is understood that pitches are being held this week by Samantha Newall, head of PR for Diageo Reserve brands for Western Europe.
A company spokeswoman confirmed that the Diageo Reserve GB PR agency structure is under review and that the company is considering a small number of agencies, but that it is not open to other firms at this time.
Diageo created its Reserve division in 2004 and has increased its global share from 10% to 15% in the past three years.
Matthew Barwell, marketing and innovation director for Diageo's Western European division, is set to leave the company in September. The spirits-maker also shifted a large chunk of its UK Smirnoff work from Splendid to GolinHarris in February.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.