The trend of brands opening their own outlets is continuing with news that United Distillers and Vintners (UDV) is set to open a Tanqueray gin bar.
Guinness has been following this principle for years by investing in various Irish bars which have provided high turnover for the product.
More recently, Allied Domecq invested in Bar Sauza - outlets which it used to promote its Sauza tequila brand.
The move is the first time UDV has followed this strategy. Although the details have not been finalised, UDV has confirmed that it is working closely with an established London retailer to develop a one-off bar concept.
The working title for the project is "The Tanq". The name is a registered trademark and will be supplied under licence to the outlet.
Reports say that the Tanq was originally scheduled to open in February in London's Covent Garden, although UDV denies that there has been any delay. It admitted that exploring branded retail had been discussed before the merger which created Diageo.
The company said: "UDV will always research new marketing techniques and will continue to promote its brands in the most appropriate way. Each brand has its own marketing strategy and we cannot discuss company strategy."