Haig Club is targeting non-whisky drinkers with its new Mediterranean spirit
And it's David Beckham-approved
Alcohol-free and low-alcohol drinks are a must-have these days and every company out there is trying to get a piece of that pie. The spirit in question is a probably bit stronger than most but it has a fruity flavour that might convince non-whisky drinkers to try it. And in fact that's what Haig Club, part of the Diageo family, is now trying to do with their new special edition Scotch, called Haig Club Mediterranean Orange, which is made by adding orange blossom extract to a Haig Club Clubman base and housed in Haig's signature blue bottle.
David Beckham, co-owner of Haig Club as well as the 'face' of the brand, said that he "and the Haig Club team are continually looking at ways to engage and adopt new consumers to the brand".
"Developing Haig Club Mediterranean Orange has been in the works for some time and I’ve enjoyed helping select the final liquid,” Beckham said. "The orange perfectly complements the signature Scotch notes of Haig Club and it’s a great long drink for summer."
Violeta Andreeva, Whisky Marketing Director for Diageo, is convinced that the "launch of Haig Club Mediterranean Orange is an exciting step forwards for dark spirits [and] a huge opportunity to recruit consumers [who] are choosing sweeter drinks."
Haig Club Mediterranean Orange will be available from Waitrose from April 12 and will then be made available from other supermarkets including Tesco on April 19.