Following the announcement of their partnership in April, Diageo together with David Beckham and impresario Simon Fuller have launched Haig Club their Single Grain Scotch Whisky, staging an exclusive month-long travel retail activation for the brand in conjunction with DFS, at Singapore’s Changi airport.

 

The immersive activation, starring the distinguished Royal blue square bottle and the newly unveiled campaign advertising featuring Beckham and shot by Peter Lindbergh, invites travellers to be among the first in the world to taste Haig Club (ABV 40%), which has been created by Master Distiller Chris Clark and crafted at Cameronbridge, Scotland’s oldest grain distillery.

 

With the assistance of trained brand ambassadors, legal drinking aged travellers can spend time at the Haig Club bar savouring signature serves before taking a coveted bottle home. Special photo booths encourage consumers to share their brush with Beckham by raising a toast to friends and uploading the results to their social media networks.

 

Doug Bagley, Managing Director of Diageo Global Travel and Middle East (GTME) says, “Haig Club is a brand built on heritage and tradition, and designed for our modern world. We’ve worked with our industry partners, DFS and Changi Airport Group, to ensure that the discerning travellers in Changi Airport are among the first in the world to experience Haig Club, with an exclusive and compelling shopping experience that offers an immersive, ground-breaking introduction to the brand and all the whisky has to offer.”

 

Harold Brooks, President Global Merchandising, DFS Group adds, “We strive to offer travellers the most exciting and ever-changing line up of products and services within our retail spaces at Changi Airport. During the month of September, travellers at Changi will not be disappointed with the Haig Club experience.”

 

The recommended travel retail price for Haig Club is £40 GBP/$62.5USD for a 70cl bottle.