Master distiller and blender Chris Clark has matured Haig Club Clubman in American oak casks that have previously held bourbon, said to allow the sweet, gentle single grain Scotch whisky from Cameronbridge to interact with the vanilla, butterscotch and sweet toffee flavours found in the ex-bourbon casks. The result is described as a smooth, sweet and enjoyable scotch whisky.
Haig Club Clubman will be available across the UK now at a recommended retail price of £25. The new Scotch is intended as a permanent addition to the brand. Further markets to be the subject of future announcements.
The Haig Club brand is a partnership between Diageo, Beckham and entrepreneur Simon Fuller, best known as the man who formed The Spice Girls. Haig Club was introduced in 2014.
Haig Club global marketing director, Ronan Beirne, said: “Clubman aligns with our long-term ambition to offer a stable of Haig Club expressions at various price points to match different occasions and consumer tastes.
“We are pleased that Haig Club has helped to place grain whisky back on the map and become one of the most talked about whiskies in the world. Out of this success, the time is right to introduce a new edition. Haig Club Clubman will enable us to continue to drive the vibrancy and momentum of the scotch whisky category, in line with the brand’s strategy.’’
Diageo says Haig Club Clubman inherits the same bold and progressive spirit as Haig Club - designed to be different, stylish and modern whilst incorporating the House of Haig’s almost 400 year heritage.
The inspiration for the name can be found in advertising materials dating back to the 1920s, in which Haig was advertised as ‘The Clubman’s Whisky’, it says.
Diageo global whisky master Ewan Gunn said: “Whilst Haig Club Clubman is delicious straight-up or on the rocks, the perfect way to enjoy this scotch whisky is with cola. The sweet, vanilla and coconut flavours combine perfectly with the sweet caramel of cola, creating an approachable and delicious drink that is refreshing in taste and perfect in its simplicity. If you already love scotch then you’ll enjoy this combination of flavours and if you’re new to scotch this is the ideal introduction.”
The new bottle, which retains the Haig Club blue glass and the distinctive square style is elongated creating a new stand-out silhouette.
Beckham said: “Working closely with Diageo, we look forward to welcoming Clubman into the Haig Club family. From its earliest days, Scotch whisky has attracted people from all over the world with its sophistication, style and distinctive array of flavours. We want to continue in this spirit, bringing to market a special new whisky and introducing new fans to this incredible industry.”
Simon Fuller said: “Haig Club was a game-changer for the category and Clubman reflects ours and Diageo’s shared goal of continuous commitment to evolving a home-grown brand that breaks the rules of scotch. We are excited to officially launch Clubman and welcome the next chapter for the House of Haig.”
Haig Club uses three wood types: refill casks, fresh ex-bourbon American oak casks and rejuvenated casks. Clubman exclusively uses American oak casks that have previously held bourbon.
Haig Club is aimed at “cool and considered, sit-down stylish occasions as well as gifting”, while Clubman is said to be “perfect for up-tempo trendy stand-up occasions”. Both are aimed at recruiting new consumers into Scotch while appealing to those who already love it.
According to Nielsen Scantrack (MAT TY - Total GB Off Trade - WE 18.06.2016) the GB Off Trade Premium spirits are worth £726.47m and are growing at 10.9%. The UK on-trade premium spirits are worth £1,294.7m and are growing at 13.6%.
The launch is supported with a £2.5m media campaign launching in October aimed to reach 95% of all adults in GB, in additional to ongoing investment from launch to Christmas keeping the Haig Club trademark top of mind at the key Christmas sales period.