David Beckham and Simon Fuller teamed up with premium drinks giant Diageo. Together they launched Haig Club Whisky brand.
David Beckham is entering the Whisky business with a new brand called Haig Club. Haig Club Single Grain Scotch Whisky got created in partnership with David Beckham, British entrepreneur Simon Fuller and premium drinks giant Diageo. Beckham and Fuller are supposed to play a fundamental role in developing the brand, its strategy and positioning. David Beckham will also lead the promotion of a responsible drinking program 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. 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.
Haig Club will be launched later in the year.
Diageo is a huge premium drinks business that owns famous brands including Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.