David Beckham and Simon Fuller launch whisky

Diageo, the world’s leading premium drinks company, has announced today the global launch of Haig Club single grain Scotch whisky, in partnership with global sporting icon David Beckham and British entrepreneur Simon Fuller. Working alongside Diageo, Beckham and Fuller will play a fundamental role in developing the brand, its strategy and positioning. David Beckham will also lead the promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand.

Design agency LOVE developed the contemporary look for the blue Haig Club bottle, which Diageo says was inspired by the tradition of whisky blenders using blue tasting glasses in the blending room, which allows them to nose and taste without seeing the colour of the whisky. 

Dave Palmer, LOVE’s executive creative director, told thedrinksreport.com: "We set out to deliver a bottle design that would have all the substance and authentic storytelling of a classic Whisky, but realised in a radically different form. Square, blue and devoid of a label – the bottle breaks with Scotch convention to deliver something that is hopefully startling, beautiful and pure."

Haig Club is an innovation 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 seventeenth 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 growth and success of the modern Scotch Whisky industry. Haig Club is born of that Haig family legacy of innovation and excellence in whisky creation. 

David Gates, Diageo’s global head of premium core spirits, commented: “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.” 

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.”

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 has been crafted using a unique process that combines grain whisky from three cask types resulting in an ultra-smooth butterscotch and toffee taste that the company believes will be enjoyed by current whisky drinkers as well as those who have always wanted to try whisky.  

Syl Saller, Diageo's chief marketing officer added: “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.” 

Haig Club will be launched later in the year.  Details around pricing and availability will be announced nearer launch.
 

About Diageo
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. Diageo is a global company, with its products sold in more than 180 countries.

About David Beckham
David Beckham is one of the world’s most iconic sportsmen. With a professional football career spanning over twenty years, he captained his country for six years, won the British Premier League six times, the UEFA Champions League (with Manchester United) in 1999, and was runner up in the FIFA ‘World Player of the Year’ Awards in 1999 and 2001.

About Simon Fuller
Simon Fuller is the founder of XIX Entertainment and the creator of the most popular entertainment show in America of the last ten years (American Idol: source AC Neilsen), Simon Fuller is known for his work in discovering and guiding an impressive list of music artists that include Annie Lennox, Kelly Clarkson, The Spice Girls, Amy Winehouse, Carrie Underwood, Will Young, Lisa Marie Presley, Cathy Denis and others.

8 April 2014 - Felicity Murray The Drinks Report, editor