Diageo Debuts Celebrity-Backed Haig Club ScotchApril 8, 2014
Diageo has partnered with global soccer icon David Beckham and entrepreneur Simon Fuller for the worldwide launch of Haig Club Single Grain Scotch Whisky. Produced by House of Haig, one of Scotland’s oldest grain whisky makers, Haig Club is crafted by combining grain from three cask types for a smooth taste the company hopes will draw in new consumers of whisky as well as current whisky drinkers.
“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,” David Gates, global head of premium core spirits for Diageo, said in a statement.
Working with Diageo for the long term, Beckham and Fuller will develop the super-premium brand and its strategy in the market. Beckham will also promote responsible drinking in conjunction with the brand. Along with Haig Club, House of Haig also produces the Haig Blended Scotch and Dimple Scotch whiskies.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.