UK: Diageo set to launch new whisky under the Haig Club brand

Diageo is set to launch a new whisky under the Haig Club brand, which will be aimed at a younger audience new to whisky who are looking to drink the spirit with a mixer, The Drum reported.

A spokeswoman for the drinks giant confirmed the news and said that details of the “outstanding new whisky” will be released later this year, however no information around timings of the launch were revealed.

The new whisky will be sold a lower price point, according to a source with knowledge of the launch, who added that the original Haig Club’s £45 price tag had been identified by Diageo as a barrier to purchase for some drinkers. Since its debut in 2012, sales of the brand have been sporadic, according to data seen by The Drum, with the company's travel retail head Doug Bagley forced to defend apparent price drops of Haig Club last October.

“We are excited to be unveiling a new whisky from Haig Club later this year," added the spokeswoman. "Our continued innovation and investment in the brand comes off the back of its good performance, strong liquid and brand identity. Sales and distribution of Haig Club are growing in GB, as we continue our work to innovate in this vibrant category."

12 April, 2016