Diageo’s Beckham partnership to release new Haig Club expression

03 August, 2016

Diageo has released Haig Club Clubman, a new whisky from its partnership with David Beckham and showbiz entrepreneur Simon Fuller, launched in 2014.

The new single grain whisky is aged in ex-bourbon American oak casks and has an rrp of £25.

The inspiration for the name comes from Haig whisky advertising of the 1920s when it was referred to as ”the clubman’s whisky”.

Ronan Beirne, global marketing director for Haig Club, said: “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.

“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.’’

Beckham added: “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.”

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