Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

Campaign details

Brand: Haig ClubAdvertiser: DiageoEntrant: adam&eveDDBPrincipal author(s): Tom Roach, adam&eveDDBContributing author(s): David Beckham, DB Ventures, DerkJan Hageman, Ronan Beirne, Rob Grant and Vicki Holgate, Diageo, Nic English and Rafael Guper, adam&eveDDB, Andrew Deykin, Data2Decisions

Executive summary

In 2013 Diageo faced a huge and perennial challenge: how do you recruit younger drinkers1 into premium whisky, a category they'd always resisted?

To make it even harder we needed to solve it in a way that proved a new launch model in whisky was possible, one more suited to the needs...

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