Diageo has launched its whisky brand Haig Club, developed in partnership with David Beckham and British entrepreneur Simon Fuller, across markets globally, following an exclusive release period in the UK earlier this year.
Haig Club will now be available in bars, restaurants and retailers in the UK and will roll out in the next few weeks in China, South Korea, Vietnam, Malaysia, Singapore and the US, expanding to additional markets in the near future.
The brand will also be available in duty-free shops globally.
Kathy Parker, senior vice president at Haig Club said that the release of the new brand will take the category of single grain whisky in a new direction.
“This is a whisky that welcomes in a new era for Scotch...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.”
Haig Club has been created to appeal to people who are new to whisky as well as whisky connoisseurs.