Haig Club™ Single Grain Scotch Whisky expands range with new innovation in partnership with David Beckham

let’s begin

Following the successful launch of HAIG CLUB™ in 2014, Diageo, the world’s leading premium drinks business together with global icon David Beckham and British entrepreneur Simon Fuller, today introduce Haig Club™ Clubman – a new Single Grain Scotch Whisky variant from Haig Club.

Haig Club Clubman inherits the same bold and progressive spirit as Haig Club – designed to be different, stylish and modern whilst incorporating the House of Haig’s almost 400 year heritage. The inspiration for the name can be found in advertising materials dating back to the 1920s, in which Haig was advertised as “The Clubman’s Whisky”.

Haig Club Clubman will be available across GB from August at a recommended retail price of £25. The new Scotch is intended as a permanent addition to the brand. Further markets to be the subject of future announcements.

Ronan Beirne, Global Marketing Director for Haig Club commented: “Clubman aligns with our longterm ambition to offer a stable of Haig Club expressions at various price points to match different occasions and consumer tastes.

“We are pleased that Haig Club has helped to place grain whisky back on the map and become one of the most talked about whiskies in the world. Out of this success, the time is right to introduce a new edition. Haig Club Clubman will enable us to continue to drive the vibrancy and momentum of the Scotch Whisky category, in line with the brand’s strategy.’’

Master Distiller and Blender Chris Clark has applied his over 30 years of experience to create the Haig Club Clubman liquid, seeking to make a Scotch Whisky with the perfect combination of distillery character and American Oak influence. He has matured Haig Club Clubman exclusively in American Oak casks that have previously held Bourbon, allowing the sweet, gentle Single Grain Scotch Whisky from Cameron bridge to interact with the vanilla, butterscotch and sweet toffee flavours found in the ex-bourbon casks. The result is a wonderfully smooth, sweet and enjoyable Scotch Whisky.

Diageo Global Whisky Master Ewan Gunn said: “Whilst Haig Club Clubman is delicious straight-up or on the rocks, the perfect way to enjoy this Scotch Whisky is with cola. The sweet, vanilla and coconut flavours combine perfectly with the sweet caramel of cola, creating an approachable and delicious drink which is refreshing in taste and perfect in its simplicity. If you already love Scotch then you’ll enjoy this combination of flavours and if you’re new to Scotch this is the ideal introduction.”

The new bottle which retains the signature Haig Club blue glass and the distinctive square style is elongated creating a new aesthetic and stand-out silhouette.

Brand partners David Beckham and Simon Fuller are delighted that consumer response to the awardwinning Haig Club brand means that Diageo is now able to launch Haig Club Clubman.

Beckham commented: “Working closely with Diageo, we look forward to welcoming Clubman into the Haig Club family. From its earliest days, Scotch Whisky has attracted people from all over the world with its sophistication, style and distinctive array of flavours. We want to continue in this spirit, bringing to market a special new whisky and introducing new fans to this incredible industry.”

Simon Fuller said: “Haig Club was a game-changer for the category and Clubman reflects ours and Diageo’s shared goal of continuous commitment to evolving a home-grown brand that breaks the rules of Scotch. We are excited to officially launch Clubman and welcome the next chapter for the House of Haig.”

Haig Club invites people to drink responsibly with style and in moderation. Responsible drinking is an integral part of the Haig Club philosophy and as part of his partnership with the brand, David Beckham supports this philosophy and our shared belief in quality over quantity.

How is Haig Club Clubman different? Both whiskies have been created by Master Distiller and Blender Chris Clark, featuring a complex process of cask selection but there are principle differences between the two; the liquid, the suggested occasion and the recommended retail price.

Haig Club uses three wood types (Refill casks, fresh ex-Bourbon American Oak casks, & Rejuvenated casks), and Haig Club Clubman exclusively uses American Oak casks that have previously held Bourbon.

Haig Club Clubman will be available across GB from August at a recommended retail price of £25. Further markets to be announced in the near future. Haig Club has been available in markets around the world from 2014 at a recommended retail price of £45.

Haig Club is suited for cool and considered, sit-down stylish occasions as well as gifting, while Haig Club Clubman is perfect for up-tempo trendy stand-up occasions. Both are aimed at recruiting new consumers into Scotch whilst appealing to those who already love it.

Haig Club is presented in a beautiful square blue glass bottle with a copper-colour and cork stopper and specially-designed white box that makes it special when presented as a gift. Haig Club Clubman retains the signature Haig Club blue glass and the distinctive square style is elongated creating a new aesthetic and stand-out silhouette.

Tags: ClubmanDavid BeckhamDrinkWireHaig ClubpartnershipSingle Grainwhisky experience

Greg

My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.