LONDON, Oct. 11, 2016 /PRNewswire/ -- Following the
announcement of Haig Club Clubman earlier in the year, the first TV
advertisement for the new Single Grain Scotch Whisky from the House
of Haig has today been unveiled, marking the
official launch of the new brand variant.
The film entitled "Make your own rules" is a vibrant, bold and
edgy take on traditional Scotch
whisky etiquette. Featuring brand partner David Beckham, the advert playfully redefines
and reimagines the stereotypical expectations of when, where and
how people should enjoy whisky. A narrative of
conventional rules around drinking whisky
is juxtaposed against striking visual montages of lively and
stylish moments amongst
friends that turn the old fashioned view
of whisky on its head. The energy, flair and free-spirited fun
of the advert confidently defines Haig Club Clubman as a whisky
where the normal rules don't apply.
"Our first advert for Haig Club Clubman aims to
disrupt people's pre-conceived notions
around whisky," commented Ronan
Beirne, Global Marketing Director for Haig Club. "With Haig
Club Clubman, we are purposefully and
assertively inviting consumers to make their own
rules on how to enjoy this versatile Scotch whisky.
This progressive approach aligns with our long
term ambition to recruit new whisky drinkers by
breaking down the barriers for entry, continuing to
drive the vibrancy and relevancy of the category."
Directed by Iconoclast's critically acclaimed director
Nima Nourizadeh, the
film artfully delivers a contemporary, up-tempo and
dynamic view showcasing Haig Club Clubman as a
modern and stylish whisky for enjoying wherever, whenever.
Nima commented, "This film embraces a whisky that is reaching out
to the next generation of whisky drinkers. It juxtaposes
stuffy rules with fresh alternatives to capture the
Haig Clubman spirit to socialise and celebrate with whisky your own
way."
Within the advert, brand partner David
Beckham is pictured playing cards and watching
films with friends on a rooftop against the London skyline and in a bar enjoying
Haig Club Clubman with cola, the
recommended serve. Beckham commented, "The advert
for Haig Club Clubman feels really special as it's different
to what you would expect from a whisky, especially
one with so much heritage behind it. With
Haig Club we have always aimed to shake things up, and it was
fantastic working with Nima to bring our unique
approach to life. With Clubman, we want to highlight that
there is no right or wrong way to enjoy whisky, as long as you
enjoy it, that's all that matters."
The Haig Club Clubman advert television commercial can be viewed
on YouTube at www.YouTube.com/HaigClub and will appear on
television and in out of home advertising within the same week.
Haig Club invites people to drink responsibly with style and in
moderation. Responsible drinking is an integral part of the Haig
Club philosophy and as part of his partnership with the brand,
David Beckham supports this
philosophy and our shared belief in quality over quantity.
Notes to editors
Haig Club Clubman (£25 / 70cl) is a modern and stylish
Single Grain Scotch whisky that has been matured exclusively
in American Oak casks that formerly held bourbon to
deliver a light, sweet taste and a smooth, clean finish. Haig
Club Clubman is currently available in shops and bars across the
UK. Further markets will be the subject of future announcements
ABOUT Haig Club™: Haig Club™ is a Single Grain Scotch
Whisky from Diageo produced in partnership with global icon
David Beckham and entrepreneur
Simon Fuller. Haig Club is as much
built on tradition and heritage as it is a scotch whisky designed
for our modern world. Able to trace nearly 400 years of distilling
heritage, this is a Single Grain Scotch Whisky realized in a
radical new way. A new variant of the brand, Haig Club
Clubman, joins the original Haig Club on shelf as the first
extension to the portfolio that offers different expressions to
suit different occasions and tastes. Haig Club welcomes people to
living well and drinking in moderation. As part of his
partnership, David Beckham supports
the Haig Club responsible drinking campaign philosophy and the
belief in quality over quantity. Additional information about
Haig Club may be found
at http://www.HaigClub.com or facebook.com/HaigClub.
About Diageo: Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, JεB,
Buchanan's and Windsor whiskies,
Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys,
Don Julio, Tanqueray and
Guinness. Diageo is listed on both the London Stock Exchange
(DGE) and the New York Stock Exchange (DEO) and our products are
sold in more than 180 countries around the world. For more
information about Diageo, our people, our brands, and performance,
visit us at www.diageo.com. Visit Diageo's global responsible
drinking resource, www.DRINKiQ.com, for information, initiatives,
and ways to share best practice.
Celebrating life, every day, everywhere.
Video -
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Photo - http://photos.prnewswire.com/prnh/20161010/426741
Photo - http://photos.prnewswire.com/prnh/20161010/426742
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SOURCE Diageo; Haig Club; Haig Club Clubman