Diageo is to launch a new whisky brand this year in partnership
with sports star David Beckham and British entrepreneur Simon Fuller. Working
alongside Diageo, Beckham and Fuller will play a fundamental role in developing
the Haig Club Single Grain Scotch whisky brand, its strategy and positioning.
David Beckham will also promote a responsible drinking programme for Haig Club,
which is at the heart of the brand.
Haig Club is a new spirit from the House of Haig, Scotland’s
oldest grain whisky dynasty and makers of Haig blended Scotch whisky and Dimple
Scotch whisky. Built on 400 years of distilling history, the House of Haig can
trace its whisky producing roots back to the 17th century. In 1824 John Haig
established the Cameronbridge Distillery and it was there that he pioneered the
art of producing grain whisky in continuous Coffey and Stein stills – an
invention which laid the foundations for the success of the modern Scotch
whisky industry, according to Diageo.
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| Diageo's Haig Club Single Grain Scotch whisky brand |
David Gates, Diageo’s global head of premium core spirits,
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.
“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.”
Said Beckham: "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.”
Simon 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.”
Haig Club 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.
Haig Club will be launched later this year. Further details will be announced nearer
launch.
