Brand ambassador David Beckham poses next to a bottle of Haig Club at the pop-up bar in London
Single grain Scotch whisky brand Haig Club has launched an innovative new marketing campaign featuring brand ambassador David Beckham.
The Diageo brand inaugurated a week-long residency at the Wellington Arch in London, which “has transformed the iconic landmark into a modern interpretation of the British private clubs featured in original Haig clubman series adverts of the 1920s”, it said.
Beckham – and fellow brand ambassador Simon Fuller – opened the pop-up bar in Hyde Park Corner, which will serve signature cocktails made to showcase Haig Club whisky. As part of the campaign, the Wellington Arch will also be lit blue, “mirroring the cues in the progressively styled blue Haig Club bottle”.
A brand spokesperson said: “Set in the centre of one of the world’s style capitals, Haig Club London brings the unique character and style of Haig Club to life through a present day interpretation of those original London institutions.
“Haig Club London will continue to challenge the notion that whisky should only be enjoyed neat, offering a contemporary space for whisky connoisseurs and those new to whisky, to experience Scotch in ways they may have never before expected. It will also encourage them to appreciate the previously overlooked treasure of single grain Scotch whisky.”
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