DFS Group welcomed football star David Beckham to its store at Singapore Changi Airport this week to kick off the global launch of Diageo’s new single grain Scotch whisky brand Haig Club.
As reported, the month-long activation at Changi marks the first travel retail campaign for the new brand, a collaboration between Diageo, Beckham and Simon Fuller, creator of the Idol entertainment franchise.
Beckham’s appearance at Changi drew a sizeable audience, who, according to Diageo, is among the first in the world to experience Haig Club. A tasting bar and photo booths have been set up, inviting passengers to sample the new product and send images of their “˜Haig Club toast’ via social media.
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David Beckham kicks off the global launch of Haig Club at Singapore Changi Airport |
The Changi event also marked the launch of the footballer’s Haig Club advertising campaign shot by German photographer Peter Lindbergh. It will roll out globally this year.
Dating back to the 17th century, the House of Haig is known for Haig Blended Scotch and Dimple Scotch whiskies. John Haig established the Cameronbridge Distillery in 1824, where he is said to have pioneered the production of grain whisky in continuous Coffey and Stein stills – a technique still used by the makers of modern Scotch whisky.
Produced at Cameronbridge under the direction of Master Distiller Chris Clark, the 40% abv grain whisky carries a recommended travel retail price of £40 or US$62.50 for a 70cl bottle.
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Haig Club’s distinctive bottle and striking store presence with DFS at Changi | |
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David Beckham’s Haig Club advertising campaign is being seen for the first time at Changi | |
