Haig Club, which will launch later this year, is a new innovation from the House of Haig, Scotland’s oldest grain whisky producer and makers of Haig Blended Scotch and Dimple Scotch.
The launch follows William Grant and Son's 100% grain whisky release, annnounced last year.
Working alongside Diageo, Beckham and Fuller will play “a fundamental role” in developing the brand, its strategy and positioning. Beckham will also lead the promotion of a responsible drinking programme for Haig Club.
Whisky authority Dave Broom is one of the few to have tasted Haig Club. He described it as “a hugely versatile spirit, and I expect bartenders will love what they can do with it. Forget everything you thought you knew about Scotch.”
Haig Club is made from whisky from three cask types to create, said Diageo, “a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste that the company believes will be enjoyed not only by current whisky drinkers, but also by those who have always wanted to try whisky”.
David Gates, Diageo’s global head of premium core spirits, said: “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.”
Beckham said: "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 added: “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.”
Founder John Haig established Cameronbridge Distillery in the early 19th century, where he pioneered grain whisky production in continuous Coffey and Stein stills – an invention which laid the foundations for the growth and success of the modern Scotch whisky industry, according to Diageo.