Global spirits giant Diageo, along with brand partners Beckham and British entrepreneur Simon Fuller, launched the single grain Scotch whisky today (3 August) as part of plans to develop a “stable of Haig Club expressions”.
This expression could be the second in a line of launches by the trio, aimed at various price points and occasions.
Instead of the cinnamon, lemon and cream tasting notes that ooze from the 2014-launched Haig Club, Clubman boasts sweet vanilla and coconut flavours, which undoubtedly come from its time in bourbon casks.
Pushing operators
Diageo is pushing operators to pair the new liquor with cola to create a simple and approachable long serve.
The new bottle design retains the essence of Haig Club and comes with a recommended retail price of £25, compared with the £39.95 price tag of its bigger brother.
But, most importantly, what does Beckham think? Well, he said: “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.”
The new launch, which has an ABV of 40%, will be backed by a £2.5m marketing campaign set to kick off soon.
Stable of expressions
Global marketing director for Haig Club Ronan Beirne said: “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.
“Haig Club Clubman will enable us to continue to drive the vibrancy and momentum of the Scotch whisky category.”
Master distiller and blender Chris Clark, who has had three decades of experience, matured the new liquid in American oak casks, which previously held bourbon. Hence the Cameronbridge single grain Scotch has vanilla, butterscotch and sweet toffee flavours – all found in bourbon.
Diageo global whisky master Ewan Gunn said: “The perfect way to enjoy this Scotch whisky is with cola. The sweet vanilla and coconut flavours combine with the sweet caramel of cola, creating an approachable and delicious drink, which is refreshing in taste.”
Meanwhile, new trends in spirits will be the hot topic at this year's Future Trends: Spirits event, organised by The Morning Advertiser and supported by headline partners Diageo and Schweppes, associate partner Pernod Ricard and bar partners City of London Distillery, Masons, Slingsby and Warner Edwards.
For more information about the event and to book your place, visit www.spiritssummit.co.uk.