NEW HAIG CLUB CLUBMAN
by Theresa Christine Johnson on 08/17/2016 | 3 Minute Read
After a successful launch of HAIG CLUB, a single grain Scotch whiskey, Diageo has launched the latest variant of the original: HAIG CLUB CLUBMAN. Produced with their brand partners, David Beckham and Simon Fuller, HAIG CLUB CLUBMAN is matured in American oak casks that previously held bourbon.
“HAIG CLUB CLUBMAN inherits the same bold and progressive spirit as HAIG CLUB—designed to be different, stylish and modern whilst incorporating the House of Haig's almost 400 year heritage. The inspiration for the name can be found in advertising materials dating back to the 1920s, in which Haig was advertised as ‘The Clubman's Whisky.’”
“Master Distiller and Blender Chris Clark has applied his over 30 years of experience to create the Haig Club Clubman liquid, seeking to make a Scotch Whisky with the perfect combination of distillery character and American Oak influence. He has matured Haig Club Clubman exclusively in American ex-bourbon casks, allowing the sweet, gentle Single Grain Scotch Whisky from Cameronbridge to interact with the vanilla, butterscotch and sweet toffee flavours found in the ex-bourbon casks. The result is a wonderfully smooth, sweet and enjoyable Scotch Whisky.”
The name is a nod to 1920s advertising—at the time, Haig was described as “The Clubman’s Whisky,” so the variety takes tradition and gives it a modern twist. HAIG CLUB CLUBMAN takes the same bright blue bottle of HAIG CLUB, but this version is taller and features an embossed design on the side. A copper bottle cap adds elegance, while the sans serif font makes it look contemporary and sleek.
Ronan Beirne, global marketing director for Haig Club, mentioned, “Clubman aligns with our long-term ambition to offer a stable of Haig Club expressions at various price points to match different occasions and consumer tastes. 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.”
Brand partner David Beckham stated, “Working closely with Diageo, we look forward to welcoming Clubman into the Haig Club family. From its earliest days, Scotch whisky has attracted people from all over the world with its sophistication, style and distinctive array of flavours. We want to continue in this spirit, bringing to market a special new whisky and introducing new fans to this incredible industry.”
And Simon Fuller added, “Haig Club was a game-changer for the category and Clubman reflects ours and Diageo’s shared goal of continuous commitment to evolving a home-grown brand that breaks the rules of Scotch. We are excited to officially launch Clubman and welcome the next chapter for the House of Haig.”
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Country: United Kingdom