David Beckham’s Haig Club whisky brand extends with orange infusion

David Beckham Haig Club Mediterranean Orange

Haig Club, the whisky brand launched by Diageo with footballer David Beckham, has extended its range with a new spirit combining the flavours of scotch and oranges.

Haig Club Mediterranean Orange retains the gentle, sweeter whisky notes of Haig Club Clubman – the single grain scotch whisky matured in American ex-bourbon casks – and adds an infusion of orange blossom extract.

At 35% ABV, it has been designed to appeal to both whisky drinkers and non-whisky drinkers and is especially intended for the growing early-evening “aperitivo” occasion.

While it can be enjoyed neat, it is recommended for a fresh simple serve of 50ml of Haig Club Mediterranean Orange with 150ml Fever-Tree lemonade over ice plus a slice of orange as garnish (pictured below).

Already in wholesale, it will be available from 12 April at Waitrose stores and then at other major supermarkets including Asda, Morrisons and Tesco from 19 April.

It is also available via Amazon and the Haig Club website. It comes in the same blue bottle as Haig Club, which was launched in 2014, and has a recommended retail price of £25 per 70cl.

The new spirit drink – which cannot be called a “whisky” as it is flavoured – has been created in collaboration with Beckham who helped to create Haig Club as brand partner.

Beckham said: “Myself 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 now and I’ve enjoyed helping select the final liquid. 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 at Diageo, added: “The launch of Haig Club Mediterranean Orange is an exciting step forwards for dark spirits. We see this as a huge opportunity to recruit a new generation of drinkers as more and more consumers are choosing flavours and sweeter drinks.

“The innovation comes in Haig Club’s signature stylish blue bottle and tastes absolutely delicious mixed with lemonade for those aperitivo moments but it also tastes wonderful neat.”

Be the first to comment

Leave a Reply

Your email address will not be published.