By Barry Janoff
October 6, 2014: David Beckham has been facing significant financial, political and logistical challenges in trying to establish a Major League Soccer club in south Florida.
But the soccer icon is have much more success in building the Haig Club, a new single-grain Scotch whisky from global beverage alcohol company Diageo.
Haig House is being rolled out globally with the assistance of Beckham and his business partner, Simon Fuller, head of XIX Entertainment, led by a multi-platform marketing campaign that comes with a "Drink Responsibly" message.
Beckham and his wife, Victoria Beckham, along with Fuller this past weekend hosted an invitation-only party in Scotland to officially launch Haig Club. The campaign is showcasing the brand's modern taste and look, including a unique bottle design, while maintaining the history of The House of Haig, which Diageo said can "trace its whisky producing roots back to the seventeenth century, making the Haig family Scotland's oldest grain whisky dynasty."
Target audience: "Haig Club is a whisky crafted to appeal to people who are new to whisky and whisky connoisseurs alike . . . Haig Club is built on heritage but designed for the modern world," according to Diageo.
Marketing includes TV, print, Internet such social media destinations as Twitter, Facebook and YouTube.
"I am incredibly proud to have been part of the creation of Haig Club," Beckham said in a statement. "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."
According to Kathy Parker, svp for Haig Club, "Working with partners like David Beckham and Simon Fuller has brought a new perspective to what we do, helping us 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. 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."
The launch spot shows Beckham hosting a party attend by Victoria, Fuller and other friends. "This is a very special night as we launch a collaboration with Diageo a wonderfully whiskey, Haig Club. Haig Club is designed to be different."
He continues, "Haig Club has a rich tradition and an amazing heritage that myself and Diageo are honored to be taking forward. So please join me in raising a toast to an amazing whiskey, good friends and the start of a new adventure."
"This is a great partnership between one of the world's most iconic stars and a company that is a true leader in the global sprits industry," Fuller said in a statement of Beckham. "Now we can all celebrate together as Haig Club is launched worldwide and can be enjoyed by everyone!"
The Scotch whiskey is now available in bars, restaurants and retail stores in the United Kingdom and will roll out over the next few weeks in the U.S., China, South Korea, Vietnam, Malaysia and Singapore, and is scheduled to expand 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.
Other Diageo brands include Johnnie Walker, Crown Royal, Smirnoff, Cîroc, Ketel One, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Back to Home Page