David Beckham gets behind new Diageo Scotch whisky

By Gemma McKenna

Published: 08 April, 2014

Diageo is launching a new Scotch whisky called Haig Club, in partnership with footballing great David Beckham and music mogul Simon Fuller.

Diageo is aiming to boost the grain whisky market and recruit new drinkers to the whisky category with this launch.

David Beckham David BeckhamDavid Beckham, global football superstar, and Simon Fuller, music industry mogul, are partnering with Diageo to launch Haig Club Scotch whisky.

Working alongside Diageo, Beckham and Fuller will play key roles in developing the brand, its strategy and positioning. Beckham will also front the promotion of a responsible drinking programme for Haig Club.

Haig Club is a new innovation from the House of Haig, Scotland's oldest grain whisky distiller and makers of Haig Blended Scotch Whisky and Dimple Scotch Whisky. The House of Haig has been producing whisky for over 400 years.

David Gates, Diageo's global head of premium core spirits, said: "Whisky is experiencing a continued global renaissance and [...] we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves.

"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."

Beckham added: "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. 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."

Fuller said: "This is a long term commitment. It is important to us that we create something unique and of great quality."

Haig Club combines grain whisky from three cask types to create a fresh style with butterscotch and toffee that Diageo believes will be enjoyed not only by current whisky drinkers, but also by those who have always wanted to try whisky.

Whisky expert Dave Broom described it as "a hugely versatile spirit, and I expect bartenders will love what they can do with it. Forget everything you thought you knew about Scotch..."

Syl Saller, Diageo's chief marketing officer said: "We see this launch as a terrific accelerator for the whole sector, and one that really strengthens whisky's position as the most vibrant spirits category.

Haig Club will be launched later in the year.

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