Haig Club creates ‘accessible’ Mediterranean OrangeBy Nicola Carruthers
Diageo-owned Haig Club has collaborated with David Beckham to release a new orange-flavoured spirit drink to attract non-whisky drinkers.
Bottled at 35% ABV, Haig Club Mediterranean Orange will be available from mid-April 2021 in major supermarkets across the UK.
The new expression aims to tap into the growing early evening and aperitivo occasions, and provide an ‘accessible option’ for both whisky fans and non-whisky drinkers.
Violeta Andreeva, whisky marketing director, Diageo, said: “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 bottling is said to offer ‘fresh and juicy’ marmalade orange flavours, infused with orange blossom extract and Haig Club’s signature Scotch whisky notes.
Beckham, Haig Club brand partner, 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.”
The spirit drink is recommended served over ice, and mixed with 150ml of lemonade, garnished with a slice of orange.
Haig Club Mediterranean Orange is priced at RRP £25 (US$34) per 700ml bottle. It will be available from Waitrose from 12 April, followed by Asda, Morrisons and Tesco from 19 April. It will also be available to purchase from Amazon and Haig Club’s website.
The launch of the spirit drink follows the release of Haig Club’s range of ready-to-drink cans last summer.
Earlier this month, Diageo expanded its Cîroc line with a new limited edition spirit drink. The firm also launched a tiki-flavoured spirit drink for its Captain Morgan spiced rum brand last year.
Diageo also sought to attract current and new whisky drinkers with the release of ‘sweeter’ Johnnie Blonde in select markets this year.