To coincide with the launch of the first Haig Club Single Grain Scotch Whisky Limited Edition Design bottle, Diageo has launched a series of large-scale activations in select outlets across the globe.

 

Launched late last year, the Haig Club Limited Edition Design is the first in The Decanter Series. “The stunning bottle is crowned with a standout blue, diamond-shaped stopper, and makes for the perfect unique luxury keepsake or gift for travellers,” explains Diageo.

 

The new bottle is now available in limited quantities in travel retail with an RRSP of £39 at 1litre, created exclusively for travellers (a 70cl version is available in domestic retail outlets).

 

David Beckham and Simon Fuller’s Haig Club was first launched by Diageo and Beckham in Cannes in 2014. [See full coverage of the press event and the TRBusiness interview here.]

 

To support the arrival of the travel retail exclusive in global airports, Diageo GTME made a significant investment in bringing to life the Limited Edition Design for travellers through what it described as ‘big, bold activations’ and increased shelf space.

 

At London Heathrow Airport (above) Haig Club took over large interactive screens to stage themed content to travellers, which served as a striking backdrop to a dedicated activation area where the new bottle was displayed and brand ambassadors interacted with passengers through a special body art stamping activation.

 

During the activity brand ambassadors stamped shoppers hands with scented ink, inspired by the different notes in the flavour journey of the whisky.

 

At Singapore Changi Airport, a similar large-scale activation took place. As well as playing ‘engaging’ video content on large screens to support the body stamping activity, shoppers had the opportunity to sample the product at the ultra-premium ‘Long Bar’ in Terminal 3.

 

At the bar, guests were offered Haig cocktails and treated to a visit from Global Brand Ambassador, Will Thompson – during the peak Chinese New Year weekend – who was on hand to discuss the whisky’s credentials with passengers.

 

Peter Fairbrother, Global Marketing Director, Diageo GTME: “We know that customers and shoppers alike want easy access to exclusive and superior gifts and they are looking for engaging experiences which go beyond the bottle.

 

“This is why we were delighted to give shoppers the opportunity to sip a delicious cocktail and pick up a bottle for themselves or a gift for others, in the luxury surrounds of the Raffles Bar in Changi Airport.

 

“Our investment in this activation, plus the dedicated brand spaces we created in London Heathrow and Singapore Changi Airports and activity in Manchester and London Gatwick Airports shows our commitment to innovating for the channel.”