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David Beckham endorses new Haig Club variant

Following the success of Haig Club whisky, launched in 2014, Diageo with David Beckham and Simon Fuller, is introducing a new single grain Scotch whisky variant from the brand - Haig Club Clubman.

Haig Club Clubman is designed to be different, stylish and modern while incorporating the House of Haig’s almost 400-year history.  The inspiration for the name came from Haig advertising material dating from the 1920s when Haig was advertised as ‘The Clubman’s Whisky’. 

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.

Haig Club Clubman will be available across the UK from August at a RRP of £25 (further markets to be announced). The new Scotch is intended as a permanent addition to the brand. 

Ronan Beirne, global marketing director for Haig Club says: “Clubman aligns with our long-term 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 Cameronbridge to interact with the vanilla, butterscotch and sweet toffee flavours found in the ex-bourbon casks.

Diageo global whisky master Ewan Gunn adds:  “While Haig Club Clubman is delicious straight-up or on the rocks, the perfect way to enjoy this Scotch 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.”

Beckham comments: “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 says: “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.”

4 August 2016 - Felicity Murray The Drinks Report, editor