Diageo’s Scotch brand, Haig Club has launched a new spirit drink, Haig Club Mediterranean Orange (70cl, ABV 35, RSP £25).
Available now in wholesale, it has been created in collaboration with brand partner David Beckham, with the intention of expanding the brand’s audience.
Haig Club Mediterranean Orange has been specifically developed to appeal to the growing early evening and ‘Aperitivo’ occasion, researching well with both whisky and non-whisky drinkers.
Violeta Andreeva, Whisky Marketing Director for Diageo said: “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.”
David Beckham added: “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.”