Diageo-owned whisky brand The Singleton is inviting people to slow down and savour life’s moments with its new initiative, The Singleton Slow Club. 

Launched this week, the promotion is encouraging ‘slow living’, a trend that encourages a more mindful approach to daily activities.

Created by Amsterdam-based agency We Are Pi, The Singleton Slow Club aims to offer an antidote to the chaos of everyday life. The campaign was kicked off with an exclusive, invitation-only event in Amsterdam, focusing on relaxed, ‘slow’ socialising.

The inaugural event took place at CUE restaurant in the Dutch capital, featuring renowned DJ Elias Mazian, who guided attendees through five personally meaningful tracks, paired with a bespoke cocktail created by a renowned mixologist.

Attendees were encouraged to immerse themselves fully in the moment, appreciating music as the artist intended.

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The Singleton’s innovative campaign is targeting a new generation of whisky drinkers, encouraging them to live mindfully and connect more deeply with others. 

“In today’s fast-paced world, time is the new luxury,” said Anabel Kaneva, Diageo culture and entertainment manager for the Netherlands,  “This campaign is a reminder to truly savour every single moment.”

Rick Chant, ECD at We Are Pi, added, “In our thumb-scrolling, fast-forward existence, taking a moment to actually savour life feels almost rebellious. The Singleton Slow Club provides a way to take time out, savour the good times and raise a glass in defiance of the chaos.”