Haig Club is created by a new process which combines grain whisky from three cask types. It has a fresh style that showcases butterscotch and toffee and gives a smooth taste which the company believes will be enjoyed by those who are new to whisky as well as current drinkers of the spirit.
Beckham and Fuller will work with Diageo and play an essential role in developing the brand, its strategy and positioning. David Beckham is also promoting a responsible drinking programme for Haig Club, which will be at the heart of the brand.
The Haig Club whisky is very versatile and combines a unique taste with strong branding, as global sports star David Beckham and leading entrepreneur Simon Fuller are collaborating on the product.
Diageo’s global head of premium core spirits David Gates said: “Diageo has a proven track record in Scotch Whisky innovation and we have applied this expertise through the House of Haig in liquid development and craftsmanship, creating a sophisticated new whisky in Haig Club.
“David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work. We are immensely proud to partner with them on our first large scale grain whisky innovation.”
Haig Club will be introduced later in the year and details about pricing and availability will be announced nearer the launch.
Why you should buy it:
Respected whisky authority Dave Broom, one of the few drinks experts to have tasted Haig Club, said: “It’s a hugely versatile spirit, and I expect bartenders will love what they can do with it. Forget everything you thought you knew about Scotch.”
Diageo's Chief Marketing Officer Syl Saller said: “We see this launch as a terrific accelerator for the whole sector, and one that really strengthens whisky’s position as the most vibrant spirits category.
“Consumers are constantly searching for new and different tastes and experiences and they are especially excited by those that come from authentic, heritage brands. And Haig Club certainly ticks those boxes.”