Scotch ‘n’ Becks: Diageo launches new whisky in partnership with sporting superstar

Diageo this morning announced the global launch of Haig Club Single Grain Scotch Whisky, in partnership with global sporting icon David Beckham and British entrepreneur Simon “Spice Girls” Fuller. Working alongside Diageo, Beckham and Fuller will help develop the brand, its strategy and positioning. David Beckham will also lead the promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand.

Haig Club is a new launch from the House of Haig, one of Diageo’s most important brands and Scotland’s oldest grain whisky dynasty and makers of Haig Blended and Dimple.

David Gates, Diageo’s Global Head of Premium Core Spirits, commented: “Whisky is experiencing a continued global renaissance and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves.”

Beckham commented: “The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years. Working closely with Diageo, we look forward to collaborating on Haig Club for years to come.”

Syl Saller, Diageo’s chief marketing officer 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. Throughout his career, David Beckham has been at the forefront of emerging trends and rewritten the rules of what it means to be a modern sportsman and businessman, and we are pleased he has decided to turn his hand to Scotch.”

Diageo says Haig Club has been crafted using a unique process that combines grain whisky from three cask types. This creates a “fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste that the company believes will be enjoyed not only by current whisky drinkers, but also by those who have always wanted to try whisky.”

Respected whisky authority Dave Broom is one of the few drinks experts to have tasted Haig Club. He described it as “a hugely versatile spirit, and I expect bartenders will love what they can do with it. Forget everything you thought you knew about Scotch…”

Haig Club will be launched later in the year. Details of pricing and availability will be announced nearer launch.

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