During one of the busiest times of the year, Diageo-owned whisky brand The Singleton launched The Singleton Slow Club as part of a push to encourage slow living, mindfulness and savoring more daily activities.
Created by Amsterdam-based agency We Are Pi, The Singleton Slow Club speaks to a new generation of whisky drinkers. “In today’s fast-paced world, time is the new luxury,” says Anabel Kaneva, Diageo culture and entertainment manager for the Netherlands.
The Singleton Slow Club kicked off with an invite-only event in Amsterdam. The exclusive launch event unfolded at CUE restaurant, where renowned DJ Elias Mazian guided guests through five particularly meaningful tracks, which they got to enjoy alongside a bespoke mixologist-created cocktail.
What's Driving This Trend
- Slow Living Movement
- The Singleton Slow Club taps into the slow living movement by promoting mindfulness and savoring life’s experiences.
- Experiential Whisky Events
- The Singleton Slow Club's exclusive event underscores a shift towards curated, experiential whisky tasting experiences.
- Generation Y & Z Focus
- The initiative by The Singleton addresses the growing consumer base of Generation Y and Z who value time and mindfulness.
Who This Affects Most
- Alcohol & Spirits
- The Singleton Slow Club exemplifies a trend in the Alcohol & Spirits industry towards creating value-added experiences.
- Event Management
- The exclusive launch event organized by The Singleton highlights innovations in the Event Management industry centered around thematic experiences.
- Wellness & Lifestyle
- The focus on slow living and mindfulness at The Singleton Slow Club aligns with broader trends in the Wellness & Lifestyle industry.
