# Mindful Living Whisky Clubs The Singleton Slow Club Encourages Members to Savor More of Life By Laura McQuarrie | Published 2024-12-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-singleton-slow-club References: [marketing-now](https://www.marketing-now.co.uk/article/177858/diageos-the-singleton-whisky-launches-slow-club-to-encourage-mindful-living)  During one of the busiest times of the year, [Diageo](https://www.trendhunter.com/trends/the-singleton-garden-of-abundance)-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](https://www.trendhunter.com/trends/silence-please). “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](https://www.trendhunter.com/trends/hawthorn-dining-room). 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. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 58% | Activity: 62% | Freshness: 32% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Artistic Dining Experiences](https://www.trendhunter.com/trends/the-course-of-a-feast.md) - [Naturally-Inspired Whiskey Ranges](https://www.trendhunter.com/trends/the-singleton-garden-of-abundance.md) - [Community-Focused Whiskey Clubs](https://www.trendhunter.com/trends/whiskey-club.md) - [Whisky Culture Private Clubs](https://www.trendhunter.com/trends/soho-whisky-club.md) - [Dessert-Inspired Whiskey Ranges](https://www.trendhunter.com/trends/the-singleton-gourmand.md) - [Summer-Ready Elevated Cocktail Experiences](https://www.trendhunter.com/trends/summer-cocktail-culture.md) - [Exclusive Wine Club Partnerships](https://www.trendhunter.com/trends/bovine-wine-club.md) - [Exclusive Whisky Experiences](https://www.trendhunter.com/trends/spot-the-stag.md) - [Vibrant Whisky Cocktails](https://www.trendhunter.com/trends/single-malt-cocktails.md)