Diageo has unveiled the world’s first travel-retail promotion for its new Single Grain Scotch Whisky, Haig Club, which is being launched in partnership with David Beckham and Pop Idol creator Simon Fuller.
Beckham and Fuller have played a fundamental role in developing the brand and will work together with Diageo to present Haig Club to the world. The first travel-retail presentation was unveiled today in conjunction with DFS, at Singapore’s Changi airport. Previously the brand had been on exclusive release to Selfridges in London and selected specialist retailers.
Changi airport travellers are to be among the first in the world to taste Haig Club, which has been created by Master Distiller Chris Clark and crafted at Scotland’s oldest grain distillery – Cameronbridge. Accompanied by trained brand ambassadors, travellers at Changi are invited to savour signature serves at the Haig Club bar where they may also purchase a bottle of the blue Single Grain Scotch Whisky.
Also on show are the Haig Club campaign images featuring David Beckham, shot by world renowned photographer Peter Lindbergh. The first time they have been publicly on show ahead of the full campaign roll-out later this year.
The recommended retail price for Haig Club in travel-retail is £40/$62.50 for a 70cl bottle. It has an ABV of 40%.
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