HAIG CLUB AND DAVID BECKHAM LAUNCH NEW PRINT CAMPAIGN:

‘MAKE YOUR OWN RULES’

Haig Club has today revealed its latest print campaign, ‘Make Your Own Rules’, starring brand partner, David Beckham.  Building on the  Haig Club “Make Your Own Rules” TV commercial released last year, the new print campaign continues to challenge some of the more traditional myths surrounding Scotch, encouraging people of legal purchase age to consider whisky in new ways and occasions.

Shot by renowned New York fashion photographer Cass Bird, the campaign shoot took place in David’s home city of London, and features a series of three print ads, each with a tag line that challenges a common myth about Scotch.

The first ad, “Who says whisky is for quiet nights in?” shows David Beckham with a group of people in a small bar enjoying a lively night out.  The second ad shows David Beckham creating a Haig Club cocktail to challenge the myth that whisky can’t be enjoyed with a mixer.  The final ad presents a different approach to how and where whisky would traditionally be enjoyed, and shows a group of friends including brand partner David Beckham with Haig Club Clubman and cola cocktails by a poolside.

The new campaign images also feature a redesigned brand logo, which includes the creation date 1627 of the historic whisky house, with the Haig heritage going back almost 400 years.

David Beckham says: “One of my favourite things about Haig Club is how it dares to be different. With this new campaign we wanted to encourage people to enjoy Scotch the way they want to.  It was a pleasure working with Cass and she perfectly captured the spirit of Haig.”

Ronan Beirne, Global Brand Director for Haig Club says: “Our philosophy on Haig Club has always been that our versatile delicious whisky is prefect for making your own rules on how, where & when to enjoy it. This campaign is a continuation of that belief and it was wonderful spending time with David & Cass bringing to life that belief in this campaign.’’

NOTES:

ABOUT HAIG CLUB:

Founded five years ago in partnership with David Beckham, Haig Club is a true whisky for the 21^st century. An award-winning Single Grain Scotch, Haig Club enjoys a 400-year legacy of master distillers, innovation and tradition, and is made at one of the most sustainable distilleries in the world, Cameronbridge (which recycles all the by-products from the distillation process to produce nearly enough power to run the entire distillery). But what sets Haig Club apart from any other Scotch is our firm belief that when it comes to whisky, there shouldn’t be any rules, except of course to enjoy responsibly. Discover more at http://www.HaigClub.com or https://www.instagram.com/haigclub/

ABOUT DIAGEO:

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness. Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.co.uk. Celebrating life, every day, everywhere.