Top 50 most innovative spirits launches of 2014: 10-1

23rd January, 2015 by Amy Hopkins

9. Haig Club

Haig-ClubOf course, single grain is not a new category in Scotch whisky, but Diageo’s decision to throw its weight behind the category with Haig Club and hire quite possibly the world’s most famous man to introduce it to the masses, was certainly innovative.

In April last year, Diageo shocked the industry by launching the brand in collaboration with football superstar David Beckham and music mogul Simon Fuller.

The no-age-statment expression is comprised of grain whisky from the historic Cameronbridge distillery which has been aged in three different types of cask: first-fill, rejuvenated and refill Bourbon barrels.

While Beckham helped introduce not just grain whisky, but Scotch whisky as a whole, to a younger generation of consumers, the innovative bottle design exemplifies a drive for shelf-standout in the back bar.

The move demonstrated a bid by Diageo to not only reignite its faltering Scotch sales, but also an attempt to make single grain the third leg of Scotch whisky, behind the blends and single malts – categories in which the group already has a dominant presence.

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