HAIG CLUB(TM) Opens its Doors to the World

PR58145

EDINBURGH, Scotland, Oct. 6/PRN=KYODO JBN/ --

    Global arrival of new Single Grain Whisky welcomes in a new era for Scotch

                "Forget everything you thought you knew about Scotch"

                              Dave Broom, whisky writer

    Diageo, a global leader in beverage alcohol, today announced the worldwide

launch of its new Single Grain Scotch Whisky, HAIG CLUB

[http://www.haigclub.com ](TM).

    (Photo: http://photos.prnewswire.com/prnh/20141006/709414-a )

    (Photo: http://photos.prnewswire.com/prnh/20141006/709414-b )

    (Photo: http://photos.prnewswire.com/prnh/20141006/709414-c )

     Video: http://youtu.be/BXyPcB_GTK8

    The distinctive and sophisticated new whisky, developed in partnership with

global icon David Beckham and British entrepreneur Simon Fuller will now be

available in bars, restaurants and retail stores in the United Kingdom and

rolling out in the next few weeks in China, South Korea, Vietnam, Malaysia,

Singapore and the United States, expanding to additional markets in the near

future. The brand will also now be available in duty free shops globally

following its exclusive release period in the UK and a limited number of duty

free stores earlier this year.

    "HAIG CLUB(TM) is designed to be different," said Kathy Parker, Senior Vice

President, HAIG CLUB(TM). "Historically, Single Grain Whisky has been in the

shadow of Single Malts and Blended Scotch, but HAIG CLUB(TM) represents a new

direction in Scotch Whisky, which brings Single Grain Scotch to the forefront.

    This is a whisky that welcomes in a new era for Scotch. The rise of Single

Grain Whisky has been both predicted and eagerly anticipated by whisky experts

in recent years and with HAIG CLUB(TM) we are thrilled to give this 'hidden

gem' the attention and appreciation it deserves."

    Crafted at Scotland's oldest grain whisky distillery - Cameronbridge in

Fife - HAIG CLUB(TM) is built on heritage but designed for the modern world.

The House of Haig can trace its whisky producing roots back to the seventeenth

century, making the Haig family Scotland's oldest grain whisky dynasty.

    Parker continued, "Working with partners like David Beckham and Simon

Fuller has brought a new perspective to what we do, helping us to break new

ground. Both David and Simon are renowned for shaking up every sector in which

they work and this has been no exception. We believe that people around the

world are going to love what we've created together - we can't wait for them to

try it."

    The contemporary appearance of the square HAIG CLUB(TM) bottle draws on a

history of innovative bottles produced by the House of Haig. The blue glass

bottle was inspired by the tradition of blenders using blue tasting glasses so

the spirit can be reviewed on aroma and taste alone.

    The unique flavours of the whisky itself are created by master blender

Chris Clark carefully selecting mature whisky from Refill, American Oak and

Rejuvenated casks producing a stunning Single Grain Scotch Whisky with a fresh,

clean style showcasing butterscotch-smooth tropical fruit and unexpected, spicy

backing harmonies. HAIG CLUB(TM) is a whisky crafted to appeal to people who

are new to whisky and whisky connoisseurs alike.

    "I am incredibly proud to have been part of the creation of HAIG CLUB(TM),"

said David Beckham. "I think 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."

    Responsible drinking is at the core of HAIG CLUB(TM), with David Beckham

supporting the brand's philosophy of quality over quantity. David said, "I

appreciate a well-made drink and I like to take my time and enjoy it - I try to

drink better, not more."

    To celebrate the global launch of HAIG CLUB(TM) David Beckham and business

partner Simon Fuller hosted an exclusive HAIG CLUB(TM) weekend in the heart of

Scotland on the outskirts of Edinburgh. Attended by Victoria Beckham and other

guests, the weekend gave Beckham and Fuller the opportunity to personally

introduce friends both old and new to the whisky and the brand that they have

helped create.

    Simon Fuller commented, "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(TM) is launched

worldwide and can be enjoyed by everyone!"

    Welcome to HAIG CLUB(TM). Enjoy Responsibly.

    About HAIG CLUB(TM):

    HAIG CLUB(TM) is a new Single Grain Scotch Whisky from Diageo, produced in

partnership with global icon David Beckham and entrepreneur Simon Fuller. HAIG

CLUB(TM) is as much built on tradition and heritage as it is a Scotch Whisky

designed for our modern world. Built on nearly 400 years of distilling

heritage, this is a Single Grain Scotch Whisky realized in a radical new way.

HAIG CLUB(TM) welcomes people to living well and drinking in moderation. As

part of his partnership, David Beckham supports the HAIG CLUB(TM) responsible

drinking campaign philosophy and the belief in quality over quantity.

Additional information about HAIG CLUB(TM) may be found at

http://www.HaigClub.com or

http://facebook.com/HaigClub.

    About Diageo:

    Diageo is a global leader in beverage alcohol with an outstanding

collection of brands across spirits, beer and wine categories. These brands

include Johnnie Walker, Crown Royal, JepsilonB, Buchanan's, Windsor and

Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan,

Baileys, Don Julio, Tanqueray and Guinness.

    Diageo is a global company, and our products are sold in more than 180

countries around the world. The company is listed on both the London Stock

Exchange (DGE) and the New York Stock Exchange (DEO). For more information

about Diageo, our people, our brands, and performance, visit us at

http://www.diageo.com. Visit Diageo's global responsible drinking resource,

http://www.DRINKiQ.com, for information, initiatives, and ways to

share best practice.

    Celebrating life, every day, everywhere.

    About David Beckham

    David Beckham is one of the world's most iconic sportsmen. With a

professional football career spanning over twenty years, he captained his

country for six years, won the British Premier League six times, the UEFA

Champions League (with Manchester United) in 1999, and was runner up in the

FIFA 'World Player of the Year' Awards in 1999 and 2001.

    Having left Manchester United in 2003 for four successful seasons with Real

Madrid, Beckham moved to LA Galaxy in 2007, taking the team to two MLS Cup

Championships (2011, 2012) while participating in a unique time-share agreement

with AC Milan, first in January 2009 and then again in January 2010.

    Now retired, Beckham has been appointed global ambassador for the Chinese

Football Association and has announced that he will co-own a Major League

Soccer expansion team in Miami. Married to Victoria and father to four

children, Beckham's fame extends far beyond the pitch. Noted as a keen advocate

of charitable work, he has supported UNICEF since his days at Manchester

United, becoming a Goodwill Ambassador in 2005 with a special focus on UNICEF's

Sports for Development program. David is also on the Leadership Council for

charity Malaria No More.

    An astute businessman, David Beckham will play an integral role in

developing the Haig Club brand, its strategy and positioning. In addition, he

will lead the promotion of the responsible drinking programme for Haig Club,

which is at the heart of the brand.

    About Simon Fuller

    Simon Fuller is the founder of XIX Entertainment and the creator of the

most popular entertainment show in America of the last ten years (American

Idol: source AC Neilsen), Simon Fuller is known for his work in discovering and

guiding an impressive list of music artists that include Annie Lennox, Kelly

Clarkson, The Spice Girls, Amy Winehouse, Carrie Underwood, Will Young, Lisa

Marie Presley, Cathy Denis and others.

    In 2011 iTunes named Simon Fuller 'the most successful manager of the

digital era' and a year later he was honored with a star on the Hollywood Walk

of Fame for his contribution to the global entertainment industries.

    In addition to his TV and music work, Simon Fuller's business oversees the

careers of David Beckham, Formula 1 world champion Lewis Hamilton, Tour De

France winner Sir Bradley Wiggins and Grand Slam winning tennis champion Andy

Murray, as well as being the joint owner of two highly respected fashion

businesses with the designers Roland Mouret and Victoria Beckham.

    Simon Fuller has longstanding associations with several charitable

initiatives, including Greenpeace, Amnesty International, Save The Children,

The Prince's Trust, Malaria No More, The United Nations Foundation and Comic

Relief.

    SOURCE: Diageo & HAIG CLUB