The online push, valued at £500,000, will launch on 7 November and support the press and outdoor campaign, which begins on 1 November.
The company will target 20 to 30-year-old males through a microsite and online marketing on men's sites, including FHM, Empire, Maxim and MaxPower.
The interactive campaign will reflect the creative of the offline work.
It depicts a street at night, lit with neon signs, on which broken letters spell out new words such as bourbon.
Media was planned by Carat Digital, with creative by dare.
The bourbon drink is mixed with ginger and lime, and will be available in bars across the UK by November. It comes packaged in a dark-brown bottle with a slate-grey label.
Lavinia Leung, innovation manager at Diageo GB, said: "From our experience with the Australian market, dark-spirit RTDs are seen as more masculine, with 70 per cent of drinkers being male.
"Combine this with the fact that the RTD category delivered 60 per cent of the £10 billion sales from new drink innovations in the last five years and it is clear why we're very excited about its long-term prospects."
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