Diageo Reserve has launched a series of supper clubs in London under its single malt brand, The Singleton.

The activity aims to encourage consumers not to be bound by old traditions and instead to “unapologetically enjoy” whisky and to consider it in new and fun ways.

The initial events, which take place on June 13 and 26 at The Hackney Coffee Company in East London, will bring together The Singleton cocktails with love comedy from comedian Jack Barry and a bespoke three-course menu prepared by Holborn Dining Room’s award-winning executive chef, Calum Franklin.

Each course will be paired with a Singleton cocktails created by the brand’s global brand ambassador, Ervin Trykowski.

He said: “Whether served neat, on the rocks, or under a cocktail umbrella, The Singleton is a flavoursome and versatile Scotch Whisky that seeks to be unapologetically enjoyed and explored by bartenders and consumers alike.

“Not only are consumers becoming more knowledgeable; they are looking for new liquids to try and are becoming more confident in experimentation. By launching our Supper with a Side of Humour event series, we hope to inspire drinkers to be playful with their drinking choices and unapologetically enjoy whisky and consider it in new ways. We are encouraging people to go beyond d the recipe book, try new serves and experiment when spending time in both the on-trade and at home.”