Haig Club launches Mediterranean Orange

Scotch brand Haig Club has launched a new flavoured spirit drink in a bid to broaden its appeal to drinkers.

Haig Club Mediterrean Orange (35% ABV) will be available from mid-April 2021 in major supermarkets and wholesale stockists.

Developed in collaboration with brand partner David Beckham, the flavoured spirit drink has been designed to appeal to the growing early evening and 'aperitivo' drinking culture and has polled well with whisky drinkers and non-whisky drinkers. 

It is infused with orange blossom extract and is presented in the signature blue Haig Club bottle. The brand suggests serving with lemonade over ice (one part Haig Club Mediterranean Orange to three parts tonic).

Violeta Andreeva, whisky marketing director at Haig Club owner Diageo, said: "The launch of Haig Club Mediterranean Orange is an exciting step forwards for dark spirits. We see this as a huge opportunity to recruit a new generation of drinkers as more and more consumers are choosing flavours and sweeter drinks.

"The innovation comes in Haig Club’s signature stylish blue bottle and tastes absolutely delicious mixed with lemonade for those aperitivo moments, but it also tastes wonderful neat."

David Beckham said: "Myself and the Haig Club team are continually looking at ways to engage and adopt new consumers to the brand. Developing Haig Club Mediterranean Orange has been in the works for some time now and I’ve enjoyed helping select the final liquid. The orange perfectly complements the signature Scotch notes of Haig Club and it’s a great long drink for summer."

24 March 2021 - Bethany Whymark