Drinks giant Diageo is to launch a new Scotch whisky in partnership with footballer David Beckham and media mogul Simon Fuller.
Diageo said the new whisky, called 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”.
Haig Club will be a single grain blend from three cask types.
Diageo said Beckham and Fuller will play a “fundamental role in developing the brand, its strategy and positioning”, with Beckham also leading the “promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand”.
Diageo said reputed whisky expert Dave Broom, author of The World Atlas of Whisky and contributor to Whisky Magazine, has already sampled Haig Club which he described as “a hugely versatile spirit”.
He added: “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.”
Diageo said Haig Club will have a global launch later this year and pricing and availability will be announced nearer the launch date.
