Im Oktober präsentierte David Beckham den in Kooperation mit dem Hersteller Diageo und dem Unternehmer Simon Fuller entwickelten Haig Club Single Grain Scotch Whisky. Die dem weltweiten Duty-Free-Markt vorbehaltene Neukreation aus dem traditionsreichen House of Haig wird laut Diageo mithilfe eines einzigartigen Prozesses hergestellt, der schottische Grain Whiskys aus drei Fasssorten kombinieren soll. David Beckham ist aktuell auf einer Welttournee zur Promotion des Haig Club auf Messen oder direkt am Flughafen. Außerdem entstand eine TV-Werbung. Die 0,7-l-Flasche des neuen Single Grain Scotch Whiskys ist ab sofort in ausgewählten Duty-Free-Shops für eine unverbindliche Preisempfehlung von 40 Britische Pfund – umgerechnet circa 50 Euro – erhältlich.
David Gates, Diageo’s Global Head of Premium Core Spirits, kommentiert: „Whisky is experiencing a continued global renaissance and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves. Diageo has a proven track record in Scotch Whisky innovation and we have applied this expertise through the House of Haig in liquid development and craftsmanship, creating a sophisticated new whisky in Haig Club.
David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work. We are immensely proud to partner with them on our first large scale grain whisky innovation.“
David Beckham ergänzt: „The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years. Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.“
Simon Fuller sagt: „This is a long term commitment. It is important to us that we create something unique and of great quality. With Haig Club we have an opportunity to push boundaries and help shape how Scotch will be perceived in the future, it’s an exciting proposition. We could not wish for a better partner than Diageo.“
Syl Saller, Diageo’s Chief Marketing Officer, sagt: „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.
Consumers are constantly searching for new and different tastes and experiences and they are especially excited by those that come from authentic, heritage brands. And Haig Club certainly ticks those boxes. Throughout his career, David Beckham has been at the forefront of emerging trends and rewritten the rules of what it means to be a modern sportsman and businessman, and we are pleased he has decided to turn his hand to Scotch.“
Quelle: Diageo
