Diageo signs Beckham for Haig Club single grain Scotch launch

8th April, 2014 by Becky Paskin

Diageo is launching a single grain whisky brand, Haig Club, in collaboration with former footballer David Beckham and British music mogul Simon Fuller.

Haig-single-grain-Scotch-David-Beckham

Diageo has signed David Beckham on to promote its new Haig Club single grain Scotch whisky

Created from grain whisky from Cameronbridge distillery, home of the low-volume Cameronbrig single grain whisky, Haig Club will launch as a 40% abv, no-age-statement product comprised of a variety of aged whisky from three types of cask: first-fill, rejuvenated and refill Bourbon barrels.

Beckham and Fuller will play a “fundamental role” in developing the brand, while Beckham will also work to establish a responsible drinking programme for Haig Club, which Diageo claims is at the heart of the brand.

Diageo believes Haig Club could drive interest in the emerging single grain whisky category, which is currently occupied by a handful of independent bottlings and William Grant’s recently launched Girvan brand.

“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,” said Syl Saller, chief marketing officer for Diageo.

The group believes 2014 will be the year “grain whisky breaks into the mainstream and gains the recognition it deserves”.

Haig Club, which takes its name from the family of distillers and Scotland’s oldest whisky dynasty that founded Cameronbridge Distillery in 1824, will be launched later in the year.

Beckham, who is retired from playing football, 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.”

Fuller, who founded the successful American Idol reality TV show, added: “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.”

Haig Club has a vanilla, honey, floral and fresh green apple nose with notes of raisins and toasted almonds on the palate and a spicy, long finish. It is designed to be both mixed into cocktails and drunk on its own.

The brand, which will comprise of just one expression initially, is expected to launch globally this summer in both domestic and travel retail. An RRP has not yet been released.

Leave a Reply

If that's interesting, how about these?

BenRiach and GlenDronach expand ranges

The BenRiach Distillery Company, recently acquired by Brown-Forman, has more...

Williams GB Gin sponsors Land Rover Burghley Horse Trials

Chase Distillery's Williams GB Gin has partnered with the Land Rover Burghley more...

Confessions of a retailer: Dekanta

Makiyo Masa, Dekanta founder and director, shares her vision for developing the more...

Writers Tears debuts single malt

Walsh Whiskey Distillery has released Writers Tears Red Head Single Malt, a more...

Three Ships intros 10YO limited edition

South African-based brand Three Ships Whisky has launched the limited edition more...

Top 10 whiskies with strange backstories

Mythical beasts, beloved pets and bacon-flavoured cocktails are just a few of more...

Strathearn Distillery to auction first whiskies

Perthshire-based Strathearn Distillery, one of the smallest distilleries in more...

Harris Distillery rations gin amid bottle shortage

The first commercial distillery on the Isle of Harris has been forced to ration more...

Persie Distillery opens to the public

Scottish brand Persie Gin is targeting the spirits tourism boom by welcoming more...

Australian gin seeks investors

An Australian duo has launched a crowdfunding campaign to develop a gin made in more...

R&B unveils Scotch crafted from historic recipes

R&B Distillers is readying to introduce The Tweeddale: The Last Centennial – more...

Whiskies of the World makes return

Whiskies of the World – the "oldest" whisky tasting event in North America more...

Top 10 whisky 'hybrids'

As the world of whisky begins to play with the prospect of serious innovation, more...

BenRiach releases 12 single cask whiskies

The BenRiach Distillery Company, owned by Brown-Forman, has released 12 single more...

Pernod Ricard unveils The Glenlivet Space

Pernod Ricard Travel Retail Asia has launched a pop-up experiential retail more...

Edinburgh whisky distillery plans approved

Edinburgh is set to welcome its first single malt whisky distillery in more more...

Diageo 'not walking away' from Masters of Whisky

Diageo is "not walking away" from its ambassador programme, and is "simply more...

Hybrid Scotch-Japanese whisky range expands

Adelphi Distillery has created the third age statement expression in a range of more...

SWA: UK needs 'ambitious' new free trade deals

Scotch Whisky Association chief executive David Frost has met with the more...

Tomatin releases cask maturation trio

Highland Scotch malt whisky distillery Tomatin has launched a collection of more...