(MENAFN- PRovoke) LONDON - Whisky liqueur brand Drambuie has appointed creative social agency That Lot as its social agency of record, after a competitive pitch.

Starting this month, That Lot – part of The Weber Shandwick Collective – has been tasked with driving consideration for Drambuie among younger audiences, building an engaged social community and forming influencer partnerships.

Rachel Scott-Martin, global head of communications for incubation brands at Drambuie owner William Grant & Sons, said:“We've been impressed by That Lot's creativity and ability to produce exciting, engaging content that aligns perfectly with our brand. We're confident That Lot will help us capture the attention of younger audiences and bring fresh energy to our social media strategy.”

As part of its remit, That Lot will also lead the launch of Drambuie's new serve, the“Freddo Espresso,” introducing it to audiences and elevating its presence across social platforms.

The Weber Shandwick Collective's EVP of brand, Dylan Davenport, added:“We're thrilled to be working with such an iconic brand. The team already has loads of exciting ideas to bring Drambuie's story to life. We can't wait to build on their rich heritage while driving engagement and connection through standout social content.”

Drambuie is the latest in a series of client wins for That Lot, which has recently also started working with Greggs, Adobe and Tombola.

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