Beckham launches first Haig Club extensionBy Amy Hopkins
Diageo and David Beckham have released the first permanent line extension in the Haig Club single grain Scotch whisky range, called Clubman.
The Haig Club brand launched in 2014 as part of a collaboration between Diageo, sports star Beckham and music mogul Simon Fuller. It is distilled at Diageo’s vast grain Cameronbridge distillery in Fife.
New addition Haig Club Clubman, available at the lower price of £25.00, has been crafted by master distiller and blender Chris Clark. Diageo says the whisky differs to the original Haig Club in terms of RRP, liquid and suggested drinking occasion.
Clubman exclusively uses American oak casks that previously held Bourbon, while Haig Club uses three wood types – refill casks and fresh ex-Bourbon American oak casks and rejuvenated casks.
Designed to be mixed with cola during “up-tempo” occasions, it is described as the “mainstream” variant in the Haig range, while Haig Club is the “luxury” edition, with an RRP of £45.00.
“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,” said Ronan Beirne, global marketing director for Haig Club.
“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.’’
Inspiration for the Clubman name derives from Haig advertising materials that date back to the 1920s, when the brand was marketed as ‘The Clubman’s Whisky’.
Haig Club Clubman will be supported with a £2.5m marketing campaign, launching in October, which aims to reach 95% of all adults in Great Britain. Specific details about the campaign will be unveiled at a later date.
The bottle design for the whisky features the same blue glass as the original Haig Club, but with an elongated shape.
“Working closely with Diageo, we look forward to welcoming Clubman into the Haig Club family,” said David Beckham. “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.”