Working alongside Diageo, Beckham and Fuller will play a fundamental role in developing the brand, its strategy and positioning. David Beckham will also lead the promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand.
Haig Club is a new innovation from the House of Haig, Scotland’s oldest grain whisky dynasty and makers of Haig Blended Scotch Whisky and Dimple Scotch Whisky.
“Whisky is experiencing a continued global renaissance and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves,” said David Gates, Diageo’s global head of premium core spirits. “Diageo has a proven track record in Scotch Whisky innovation and we have applied this expertise through the House of Haig in liquid development and craftsmanship, creating a sophisticated new whisky in Haig Club.
“David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work. We are immensely proud to partner with them on our first large-scale grain whisky innovation.”
“The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years,” said David Beckham. “Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”
Haig Club will be launched later in the year. Details around pricing and availability will be announced nearer launch.
RT @ShaunFoodBev: Saw #DavidBeckham advertising Bentley and Breitling, and now whisky. Is he turning into 007? http://t.co/XSE6iq3rBz — FoodBev (@FoodBev) April 8, 2014
RT @ShaunFoodBev: Saw #DavidBeckham advertising Bentley and Breitling, and now whisky. Is he turning into 007? http://t.co/XSE6iq3rBz
— FoodBev (@FoodBev) April 8, 2014
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