Global arrival of new Single Grain Whisky welcomes in a new era for Scotch
“Forget everything you thought you knew about Scotch”
Dave Broom, whisky writer
Diageo, a global leader in beverage alcohol, today announced the global launch of its new Single Grain Scotch Whisky, HAIG CLUB™.
Around 250 members of Lebanon’s media and nightlife elite were formally invited to celebrate the official launch of Diageo’s newest whisky offering in Lebanon, Haig Club™ at Indie. Guests in attendance were treated to a unique evening inside the new, chic venue, starting with a personal pre-recorded message from Global Icon, David Beckham. Afterwards, the lucky few were among the first in Lebanon to be able to taste the perfect serves the world’s newest Single Grain Scotch, alongside a live musical performance.
The distinctive and sophisticated new whisky, developed in partnership with global icon David Beckham and British entrepreneur Simon Fuller will now be available in bars, restaurants and retail stores worldwide. The whisky will initially be sold and marketed across the United Kingdom, China, South Korea, Vietnam, Malaysia, Singapore and the United States, expanding to additional markets in the near future. The brand will also now be available in duty free shops globally following its exclusive release period in the UK and a limited number of duty free stores earlier this year.
“HAIG CLUB™ is designed to be different,” said Kathy Parker, Senior Vice President, Haig Club. “Historically Single Grain Whisky has been in the shadow of Single Malts and Blended Scotch, but HAIG CLUB™ represents a new direction in Scotch Whisky, which brings Single Grain Scotch to the forefront.
“This is a whisky that welcomes in a new era for Scotch. The rise of Single Grain Whisky has been both predicted and eagerly anticipated by whisky experts in recent years and with HAIG CLUB™ we’re thrilled to be giving this ‘hidden gem’ the attention and appreciation it deserves.”
Crafted at Scotland’s oldest grain whisky distillery – Cameronbridge in Fife – HAIG CLUB™ is built on heritage but designed for the modern world. The House of Haig can trace its whisky producing roots back to the seventeenth century, making the Haig family Scotland’s oldest grain whisky dynasty.
Parker continued, “Working with partners like David Beckham and Simon Fuller has brought a new perspective to what we do, helping us to break new ground. Both David and Simon are renowned for shaking up every sector in which they work and this has been no exception. We believe that people around the world are going to love what we’ve created together – we can’t wait for them to try it.”
The contemporary appearance of the square HAIG CLUB™ bottle draws on a history of innovative bottles produced by the House of Haig. The blue glass bottle was inspired by the tradition of our blenders using blue tasting glasses so the spirit can be reviewed on aroma and taste alone.
The unique flavours of the whisky itself are created by master blender Chris Clark carefully selecting mature whisky from Refill, American Oak and Rejuvenated casks producing a stunning Single Grain Scotch Whisky with a fresh, clean style showcasing butterscotch-smooth tropical fruit and unexpected, spicy backing harmonies. HAIG CLUB™ is a whisky crafted to appeal to people who are new to whisky and whisky connoisseurs alike.
“I am incredibly proud to have been part of the creation of HAIG CLUB™,” said David Beckham. “I think we have made something really special. For me it has meant understanding how whisky is made and enjoyed and then working with some incredible people to write a new chapter for Haig.”
Responsible drinking is at the core of the HAIG CLUB™ launch, with David Beckham supporting the HAIG CLUB™ philosophy of quality over quantity. Talking about the launch David said, “I appreciate a well-made drink and I like to take my time and enjoy it – I try to drink better, not more.”
To celebrate the global launch of HAIG CLUB™ Beckham and business partner Simon Fuller hosted an exclusive HAIG CLUB™ weekend in the heart of Scotland at Gilmerton House on the outskirts of Edinburgh. Attended by Victoria Beckham, the weekend gave Beckham and Fuller the opportunity to personally introduce friends both old and new to the whisky and the brand that they have helped create.
Simon Fuller commented, “This is a great partnership between one of the world’s most iconic stars and a company that is a true leader in the global spirts industry. Now we can all celebrate together as HAIG CLUB™ is launched worldwide and can be enjoyed by everyone!”
Welcome to HAIG CLUB™. Enjoy Responsibly.
About HAIG CLUB™:
HAIG CLUB™ is a new 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.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
About David Beckham
David Beckham is one of the world’s most iconic sportsmen. With a professional football career spanning over twenty years, he captained his country for six years, won the British Premier League six times, the UEFA Champions League (with Manchester United) in 1999, and was runner up in the FIFA ‘World Player of the Year’ Awards in 1999 and 2001.
Having left Manchester United in 2003 for four successful seasons with Real Madrid, Beckham moved to LA Galaxy in 2007, taking the team to two MLS Cup Championships (2011, 2012) while participating in a unique time-share agreement with AC Milan, first in January 2009 and then again in January 2010.
Now retired, Beckham has been appointed global ambassador for the Chinese Football Association and has announced that he will co-own a Major League Soccer expansion team in Miami. Married to Victoria and father to four children, Beckham’s fame extends far beyond the pitch. Noted as a keen advocate of charitable work, he has supported UNICEF since his days at Manchester United, becoming a Goodwill Ambassador in 2005 with a special focus on UNICEF’s Sports for Development program. David is also on the Leadership Council for charity Malaria No More.
An astute businessman, David Beckham will play an integral role in developing the Haig Club brand, its strategy and positioning. In addition, he will lead the promotion of the responsible drinking programme for Haig Club, which is at the heart of the brand.
About Simon Fuller
Simon Fuller is the founder of XIX Entertainment and the creator of the most popular entertainment show in America of the last ten years (American Idol: source AC Neilsen), Simon Fuller is known for his work in discovering and guiding an impressive list of music artists that include Annie Lennox, Kelly Clarkson, The Spice Girls, Amy Winehouse, Carrie Underwood, Will Young, Lisa Marie Presley, Cathy Denis and others.
In 2011 iTunes named Simon Fuller ‘the most successful manager of the digital era’ and a year later he was honored with a star on the Hollywood Walk of Fame for his contribution to the global entertainment industries.
In addition to his TV and music work, Simon Fuller’s business oversees the careers of David Beckham, Formula 1 world champion Lewis Hamilton, Tour De France winner Sir Bradley Wiggins and Grand Slam winning tennis champion Andy Murray, as well as being the joint owner of two highly respected fashion businesses with the designers Roland Mouret and Victoria Beckham.
Simon Fuller has long standing associations with several charitable initiatives, including Greenpeace, Amnesty International, Save The Children, The Prince’s Trust, Malaria No More, The United Nations Foundation and Comic Relief.