Following a review of the business, drinks giant Diageo has closed down Nightfly, its mobile marketing subsidiary, though the company says this does not represent a retreat from the medium.

A company spokesperson told just-drinks: "We have taken the decision to close down Nightfly following a strategic review of the business (which started in the Autumn). The review looked at all options for the business, focusing on finding some external partnership opportunities to add value to the business and drive growth going forward, but none were compelling enough to pursue."

However, the company will continue to use mobile marketing across the brand portfolio.

"For a company like Diageo, the real value in something like mobile marketing comes from using the medium, not in the technology that powers it. We are hugely proud of what Nightfly has achieved and through them we also have gained valuable insight and learnings into the power of mobile marketing," the spokesperson said.

Diageo established Nightfly in December 2000, with the aim of building an opt-in SMS database through face-to-face sign-up in venues, pubs and club, creating a highly profiled database.