Diageo has introduced a new single-grain Scotch whisky as part of its Haig Club collection.
The premium drinks company partnered with brand ambassador David Beckham and entrepreneur Simon Fuller to launch Haig Club Clubman, which it said “inherits the same bold and progressive spirit as Haig Club – designed to be different, stylish and modern whilst incorporating the House of Haig’s almost 400-year heritage”.
Clubman will be available across the UK from August with a recommended retail price of £25. The new Scotch is intended as a permanent addition to the brand, with Diageo planning to roll the new edition out across further markets in the future.
Ronan Beirne, global marketing director for Haig Club, commented: “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, in line with the brand’s strategy.”
Haig Club master distiller and blender Chris Clark sought to make Clubman a Scotch whisky with the perfect combination of distillery character and American oak influence. He has matured Clubman exclusively in American oak casks that have previously held bourbon, allowing the sweet and gentle single-grain Scotch whisky from Cameronbridge in Scotland to interact with the vanilla, butterscotch and sweet toffee flavours found in the ex-bourbon casks.
The result is a wonderfully smooth, sweet and enjoyable Scotch whisky, Diageo said.
The company’s 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.”
The new bottle, which retains the signature Haig Club blue glass and the distinctive square style, is elongated to create a new aesthetic and stand-out silhouette.
Brand partner David Beckham said: “Working closely with Diageo, 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.”
And Simon Fuller 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.”
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