Diageo is launching a single grain whisky brand, Haig Club, in collaboration with former footballer David Beckham and British music mogul Simon Fuller.
Created from grain whisky from Cameronbridge distillery, home of the low-volume Cameronbrig single grain whisky, Haig Club will launch as a 40% abv, no-age-statement product comprised of a variety of aged whisky from three types of cask: first-fill, rejuvenated and refill Bourbon barrels.
Beckham and Fuller will play a “fundamental role” in developing the brand, while Beckham will also work to establish a responsible drinking programme for Haig Club, which Diageo claims is at the heart of the brand.
Diageo believes Haig Club could drive interest in the emerging single grain whisky category, which is currently occupied by a handful of independent bottlings andWilliam Grant’s recently launched Girvan brand.
“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,” said Syl Saller, chief marketing officer for Diageo.