Diageo has revealed details of a new whiskey it is set to launch under the David Beckham Haig Club name, as it looks to attract a younger audience who are looking to drink the spirit with a mixer.
The Drum broke the news earlier this year that the drinks giant was readying a cheaper version of the £45 Haig Club, after a source revealed that the price tag of the drink had been identified by Diageo as a barrier to purchase for some drinkers.
The new Haig Club Clubman will be sold at the cheaper price point of £25 to “match different occasions and consumer tastes”, and has been created to be drunk with cola specifically.
Since its debut in 2012, sales of Haig Club have been sporadic, according to data seen by The Drum, however Diageo insists that it was always part of its strategy to launch with a luxury variant first before introducing a more mainstream spirit.
The launch of Haig Club Clubman will be supported by a £2.5m media campaign set to roll out in October, with an aim of reaching 95 per cent of all adults in GB, in addition to ongoing investment from launch to the key Christmas period.
Ronan Beirne, global marketing director for Haig Club commented: “We are pleased that Haig Club has helped to place grain whisky back on the map and become one of the most talked about whiskies in the world. Out of this success, the time is right to introduce a new edition. Haig Club Clubman will enable us to continue to drive the vibrancy and momentum of the Scotch Whisky category, in line with the brand’s strategy.’’
The single grain Scotch whisky will be available across the UK from August, with further markets yet to be announced. The new bottle design retains the Haig Club blue, but has been elongated to differentiate.