The David Beckman endorsed Haig Club single grain whisky brand has been expanded to include a new variant, Clubman.
“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.
The name comes from a 1920s advertising campaign, in which Haig was described as ‘The Clubman’s Whisky’.
Diageo Global Whisky Master Ewan Gunn said: “Whilst Haig Club Clubman is delicious straight-up, or on the rocks, the perfect way to enjoy this Scotch Whisky is with cola. The sweet, vanilla and coconut flavours combine perfectly with the sweet caramel of cola, creating an approachable and delicious drink which is refreshing in taste and perfect in its simplicity. If you already love Scotch then you’ll enjoy this combination of flavours and if you’re new to Scotch this is the ideal introduction.”
David Beckham commented: “We look forward to welcoming CLUBMAN into the HAIG CLUB family. 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.”
Media mogul Simon Fuller, who launched the whisky brand with football star David Beckham in 2014, said: “Haig Club was a game-changer for the category and Clubman reflects ours and Diageo’s shared goal of continuous commitment to evolving a home-grown brand that breaks the rules of Scotch. We are excited to officially launch Clubman and welcome the next chapter for the House of Haig.”
Clubman is matured in ex-Bourbon casks. The new bottle retains the Haig Club square, blue glass style.
Available in the UK from August, with further markets to follow; Price – RRP GBP25 (US$33) per 70cl bottle – [we are checking on duty-free availability and launch dates].
The launch will be supported by a GBP2.5m (US$3.3m) marketing push, scheduled for October, Diageo said.
