EDINBURGH, Scotland, August 3, 2016 /PRNewswire/ --
Following the successful launch of HAIG CLUB™ in 2014, DIAGEO, the world's leading premium drinks business together with global icon David Beckham and British entrepreneur Simon Fuller, today introduce HAIG CLUB™ CLUBMAN - a new Single Grain Scotch Whisky variant from Haig Club.
Haig Club Clubman 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. The inspiration for the name can be found in advertising materials dating back to the 1920s, in which Haig was advertised as "The Clubman’s Whisky".
Haig Club Clubman will be available across GB from August at a recommended retail price of £25. The new Scotch is intended as a permanent addition to the brand. Further markets to be the subject of future announcements.
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."
Master Distiller and Blender Chris Clark has applied his over 30 years of experience to create the Haig Club Clubman liquid, seeking to make a Scotch Whisky with the perfect combination of distillery character and American Oak influence. He has matured Haig Club Clubman exclusively in American Oak casks that have previously held Bourbon, allowing the sweet, gentle Single Grain Scotch Whisky from Cameronbridge 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 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 creating a new aesthetic and stand-out silhouette.
Brand partners David Beckham and Simon Fuller are delighted that consumer response to the award-winning Haig Club brand means that DIAGEO is now able to launch Haig Club Clubman.
Beckham commented: "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."
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."
Haig Club invites people to drink responsibly with style and in moderation. Responsible drinking is an integral part of the Haig Club philosophy and as part of his partnership with the brand, David Beckham supports this philosophy and our shared belief in quality over quantity.
NOTES TO EDITORS
About Haig Club™: Haig Club™ is a Single Grain Scotch Whisky from Diageo produced in partnership with global icon David Beckham and entrepreneur Simon Fuller. Haig Club is as much built on tradition and heritage as it is a scotch whisky designed for our modern world. Built on nearly 400 years of distilling heritage, this is a Single Grain Scotch Whisky realized in a radical new way. Haig Club welcomes people to living well and drinking in moderation. As part of his partnership, David Beckham supports the Haig Club responsible drinking campaign philosophy and the belief in quality over quantity. Additional information about Haig Club may be found at http://www.HaigClub.com or facebook.com/HaigClub.
About Diageo: Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at http://www.diageo.com. Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
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