English soccer player, David Beckham together with British entrepreneur Simon Fuller have partnered with Haig to release a ‘distinctive and sophisticated’ new single grain Scotch whisky, Haig Club.
According to Kathy Parker, senior vice president of Haig Club, the rise of single grain Scotch whisky is long overdue, and that the launch of Haig Club represents an exciting new direction for the whisky scene.
"Haig Club is designed to be different," says Parker. "Historically, single grain whisky has been in the shadow of single malts and blended Scotch, but Haig Club represents a new direction in Scotch whisky, which brings single grain Scotch to the forefront.
“The rise of single grain whisky has been both predicted and eagerly anticipated by whisky experts in recent years and with Haig Club we are thrilled to give this 'hidden gem' the attention and appreciation it deserves."
The spirit is crafted at Scotland’s oldest grain whisky distillery, Cameronbridge in Fife and Parker says that working with partners like David Beckham and Simon Fuller has enabled the Haig brand to ‘break new ground’.
“Both David and Simon are renowned for shaking up every sector in which they work and this has been no exception,” she says. “We believe that people around the world are going to love what we've created together – we can't wait for them to try it."
"I am incredibly proud to have been part of the creation of Haig Club" said Beckham. "I think we have made something really special. For me it has meant understanding how whisky is made and enjoyed and then working with some incredible people to write a new chapter for Haig."
Haig Club is now available in bars, restaurants and retail stores in the UK and will be rolling out in the next few weeks in China, South Korea, Vietnam, Malaysia, Singapore and the US, expanding to additional markets in the near future. The brand will also now be available in duty free shops globally following its exclusive release period in the UK and a limited number of duty free stores earlier this year.