Leading drinks company Diageo is to launch a new whisky, Haig Club Single Grain Scotch, in partnership with sports star David Beckham and Simon Fuller, creator of the Idol entertainment franchise.
Beckham and Fuller will be involved in the global launch later this year, with Beckham promoting a responsible drinking programme for Haig Club.
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.
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Haig Club: “A terrific accelerator for the whole [whisky] sector,” says Diageo | |
Diageo Global Head of Premium Core Spirits David Gates said: “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.
“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.”
He added: “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.”
Beckham said: “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, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”
Fuller said: “This is a long-term commitment. It is important to us that we create something unique and of great quality. With Haig Club we have an opportunity to push boundaries and help shape how Scotch will be perceived in the future – it’s an exciting proposition. We could not wish for a better partner than Diageo.”
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. 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.”
