Diageo just announced the US launch of its new Single Grain Scotch Whisky, HAIG CLUB. This distinctive and sophisticated new whiskey, developed in partnership with global icon David Beckham and British entrepreneur Simon Fuller, represents an emerging direction for Scotch whisky. Single Grain Whisky has traditionally been in the shadow of Single Malts and Blended Scotch, though its rise has been both predicted and eagerly anticipated by whiskey experts in recent years. With HAIG CLUB, they are giving this ‘hidden gem’ the attention and appreciation it deserves. The fresh, clean style of the whiskey showcases butterscotch-smooth tropical fruit and unexpected, spicy backing harmonies and is crafted to appeal to people who are new to whiskey and whiskey connoisseurs alike.
To celebrate this launch HAIG CLUB released a TV spot titled ‘Welcome’ directed by renowned British Director Guy Ritchie and is starred by David Beckham.