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8th April 2014 |
Diageo enter
the Single Grain Whisky category with
Haig Club.
 Diageo
announced today the global launch of
Haig Club Single Grain Scotch Whisky, in
partnership with global sporting icon
David Beckham and British entrepreneur
Simon Fuller. 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.
Diageo, with the Haig Club joins William
Grants in the Single Grain Scotch Whisky
category who at the end of last year
launched
The Girvan Patent Still range of
single grain whiskies.
The first thing I noticed about the new
whisky is the bottle, is it just me or
have they taken the design from a David
Beckham aftershave bottle? It will
certainly stand out on the shelves.
The look of the the bottle aside,
Haig Club is a single grain whisky from
the Cameronbridge Distillery which has
been crafted using a unique process that
combines grain whisky from three cask
types, Blender Chris Clark carefully
selected Refill, American Oak and
Rejuvenated casks, which Diageo tells me delivers a fresh,
clean style that showcases butterscotch
and toffee for an ultra-smooth taste and
a new style of Single Grain Whisky.
Diageo believes the new whisky will be
enjoyed not only by current whisky
drinkers, but also by those who have
always wanted to try whisky, I haven't
had the chance to taste it yet but I
have been told that it should be
available in around a month or so and I
shall certainly let you know my thoughts
on it then.
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. Built on 400 years of distilling
history, the House of Haig can trace its
whisky producing roots back to the
seventeenth century. In 1824 John Haig
established the Cameronbridge Distillery
and it was there that he pioneered the
art of producing grain whisky in
continuous Coffey and Stein stills – an
invention which laid the foundations for
the growth and success of the modern
Scotch Whisky industry. Haig Club is
born of that Haig family legacy of
innovation and excellence in whisky
creation.
David Gates, Diageo’s Global Head of
Premium Core Spirits, commented: "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.
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.”
Beckham commented: "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."
Simon Fuller said: "This is a long term
commitment. It is important to us that
we create something unique and of great
quality. With Haig Club we have an
opportunity to push boundaries and help
shape how Scotch will be perceived in
the future, it’s an exciting
proposition. We could not wish for a
better partner than Diageo.”
Respected whisky authority Dave Broom is
one of the few drinks experts to have
tasted Haig Club. He 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.
"Consumers are constantly searching for
new and different tastes and experiences
and they are especially excited by those
that come from authentic, heritage
brands. And Haig Club certainly ticks
those boxes. Throughout his career,
David Beckham has been at the forefront
of emerging trends and rewritten the
rules of what it means to be a modern
sportsman and businessman, and we are
pleased he has decided to turn his hand
to Scotch."
Bottled at 40% ABV with no age
statement,
Haig Club will be launched later in the
year. Details on pricing and
availability will be announced nearer
the launch. I am told there is a sample
coming my way so watch this space in
around a month or so and I will let you
know my thoughts on the new whisky.
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