The activity will involve Diageo's Johnnie Walker Black, Tanqueray, J&B, Smirnoff Blue and Talisker brands, and will be the first time the drinks giant has marketed its premium products as a portfolio.
The event, A Question of Taste, will take the form of an exhibition to which guests are invited. Visitors are given two drinks tokens, allowing them to sample Diageo's spirits in a variety of cocktails. Exhibits and objects, including books and modern art, encourage visitors to think about the concept of 'taste'.
The exhibition is currently being tested in London on a variety of target consumers in venues including Harvey Nichols and the Barbican arts centre. A Question of Taste is expected to roll out nationwide next year.
A spokesman for Diageo said: "Our objective is to encourage brand trial and experimentation while recognising the consumer's need for choice. The exhibition format allows us to manage expectations relating to the quantity of alcohol on offer."