Haig Club launches orange-flavoured expression
David Beckham’s single grain Scotch brand Haig Club has launched a Mediterranean Orange expression designed to be enjoyed as an apéritif.
Created for apéritivo hour occasions, Haig Club Mediterranean Orange will make its debut at Waitrose on 12 April priced at £25. Hoping to open up the whisky category to a wider audience, the Scotch was created by adding orange blossom extract to a Haig Club Clubman base.
The result, according to brand owner Diageo, is, “a distinctive blend of fresh and juicy marmalade orange flavours with signature scotch whisky notes”.
Housed in the brand’s signature electric blue bottle, the flavoured Scotch is best enjoyed mixed with lemonade over ice with a slice of orange.
“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 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,” he added.
Violeta Andreeva, whisky marketing director for 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 whisky tastes delicious mixed with lemonade but it also tastes wonderful neat.”
On 19 April it will be rolled out to other major supermarkets including Tesco and Morrisons, and will also be available on the Haig Club website.