Diageo launches single grain whiskey Haig Club
Diageo Korea President Cho Kil-soo, left, toasts with British soccer star David Beckham, center, and Korean actor Lee Seo-jin during the launching ceremony for the new single-grain scotch whisky, Haig Club, at the Grand Hyatt Hotel in downtown Seoul, Wednesday. / Courtesy of Diageo Korea
By Park Si-soo
U.K-based conglomerate Diageo has launched a new single-grain scotch whisky, Haig Club, in Korea, the company said Wednesday.
The premium alcoholic beverage was developed in partnership with British celebrities David Beckham and Simon Fuller, who will take part in Haig Club marketing and promotional campaigns. The company says that Korea is the first Asian country to have Haig Club at bars, restaurants and retail stores.
“Haig Club is the latest in a series of drinks highlighting Diageo’s consistent efforts for innovation and value for our customers,” Diageo Korea President Cho Kil-soo said at the whisky’s launching ceremony at the Grand Hyatt Hotel in downtown Seoul, Wednesday. “I believe it will be able to set a new trend in the domestic whiskey market.”
The unique flavors of the whisky ㅡ showcasing butterscotch-smooth tropical fruit and spicy backing harmonies ㅡ were created by master British blender Chris Clark.
Dougal McGeorge, marketing director of Diageo Korea, said Haig Club will become a “game changer” in the Korean whiskey market.
“The Korean whiskey market is now stagnant, but we see a huge growth opportunity. We will target that opportunity with Haig.”
Beckham was quoted as saying in a press release, “We have made something really special. For me it has meant understanding how whisky is made and enjoyed, and then working with some incredible people to write a new chapter for Haig.”
Simon Fuller commented in the release, “This is a great partnership between one of the world’s most iconic stars and a company that is a true leader in the global sprits industry. Now we can all celebrate together as Haig Club is launched worldwide and can be enjoyed by everyone!”