Haig Club: Blueprint for a fast start

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

Executive summary

We faced a huge and perennial challenge: how do you recruit millennials into premium whisky, a category younger drinkers had always resisted?

To make it harder we needed to solve it in a way that proved a new launch model in whisky wa

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