Haig Club Clubman Single Grain Scotch Whisky Redefines the Rules of Whisky in Partnership with David Beckham

The film entitled "Make your own rules" is a vibrant, bold and edgy take on traditional Scotch whisky etiquette. Featuring brand partner David Beckham, the advert playfully redefines and reimagines the stereotypical expectations of when, where and how people should enjoy whisky. A narrative of conventional rules around drinking whisky is juxtaposed against striking visual montages of lively and stylish moments amongst friends that turn the old fashioned view of whisky on its head. The energy, flair and free-spirited fun of the advert confidently defines Haig Club Clubman as a whisky where the normal rules don't apply. 

"Our first advert for Haig Club Clubman aims to disrupt people's pre-conceived notions around whisky," commented Ronan Beirne, Global Marketing Director for Haig Club. "With Haig Club Clubman, we are purposefully and assertively inviting consumers to make their own rules on how to enjoy this versatile Scotch whisky. This progressive approach aligns with our long term ambition to recruit new whisky drinkers by breaking down the barriers for entry, continuing to drive the vibrancy and relevancy of the category."

Directed by Iconoclast's critically acclaimed director Nima Nourizadeh, the film artfully delivers a contemporary, up-tempo and dynamic view showcasing Haig Club Clubman as a modern and stylish whisky for enjoying wherever, whenever. Nima commented, "This film embraces a whisky that is reaching out to the next generation of whisky drinkers. It juxtaposes stuffy rules with fresh alternatives to capture the Haig Clubman spirit to socialise and celebrate with whisky your own way."

Within the advert, brand partner David Beckham is pictured playing cards and watching films with friends on a rooftop against the London skyline and in a bar enjoying Haig Club Clubman with cola, the recommended serve. Beckham commented, "The advert for Haig Club Clubman feels really special as it's different to what you would expect from a whisky, especially one with so much heritage behind it. With Haig Club we have always aimed to shake things up, and it was fantastic working with Nima to bring our unique approach to life. With Clubman, we want to highlight that there is no right or wrong way to enjoy whisky, as long as you enjoy it, that's all that matters."

The Haig Club Clubman advert television commercial can be viewed on YouTube at www.YouTube.com/HaigClub and will appear on television and in out of home advertising within the same week.

Haig Club invites people to drink responsibly with style and in moderation. Responsible drinking is an integral part of the Haig Club philosophy and as part of his partnership with the brand, David Beckham supports this philosophy and our shared belief in quality over quantity.

Notes to editors

Haig Club Clubman (£25 / 70cl) is a modern and stylish Single Grain Scotch whisky that has been matured exclusively in American Oak casks that formerly held bourbon to deliver a light, sweet taste and a smooth, clean finish. Haig Club Clubman is currently available in shops and bars across the UK. Further markets will be the subject of future announcements

ABOUT Haig Club™: Haig Club™ is a Single Grain Scotch Whisky from Diageo produced in partnership with global icon David Beckham and entrepreneur Simon Fuller. Haig Club is as much built on tradition and heritage as it is a scotch whisky designed for our modern world. Able to trace nearly 400 years of distilling heritage, this is a Single Grain Scotch Whisky realized in a radical new way.  A new variant of the brand, Haig Club Clubman, joins the original Haig Club on shelf as the first extension to the portfolio that offers different expressions to suit different occasions and tastes. Haig Club welcomes people to living well and drinking in moderation. As part of his partnership, David Beckham supports the Haig Club responsible drinking campaign philosophy and the belief in quality over quantity. Additional information about Haig Club may be found at http://www.HaigClub.com or facebook.com/HaigClub. 

About Diageo:  Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.  Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

Video - http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/427148-Haig-Make-Your-Own-Rules.mp4
Photo - http://photos.prnewswire.com/prnh/20161010/426741
Photo - http://photos.prnewswire.com/prnh/20161010/426742

SOURCE Diageo; Haig Club; Haig Club Clubman

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