Set to recruit consumers into the Aperitivo moment, targeting summer drinking occasions
Premium Scotch brand, Haig Club, has announced the launch of a new flavourful spirit drink, Haig Club Mediterranean Orange 70cl 35% ABV. Available from mid-April 2021 across major supermarkets and now in wholesale, the new spirit drink has been created in collaboration with Brand Partner, David Beckham, aiming to appeal to a wider audience.
Haig Club Mediterranean Orange has been specifically developed to appeal to the growing early evening and ‘Aperitivo’ occasion researching well with both whisky drinkers and non whisky drinkers[1]. With it’s signature scotch whisky notes of Haig Club Clubman, it is an accessible option for novice whisky drinkers as well as connoisseurs.
Haig Club Mediterranean Orange has been expertly crafted, delivering a distinctive blend of fresh and juicy marmalade orange flavours, infused with orange blossom extract and the signature scotch whisky notes of Haig Club Clubman. Presented in the Haig Club signature blue bottle, Haig Club Mediterranean Orange is best enjoyed with 50ml mixed with 150ml Fever Tree lemonade over ice and a slice of orange for a fresh citrus serve.
Violeta Andreeva, Whisky Marketing Director, Diageo said: “The launch of Haig Club Mediterranean Orange is an exciting step forwards for dark spirits. We see this as a huge opportunity to recruit a new generation of drinkers as more and more consumers are choosing flavours and sweeter drinks. The innovation comes in Haig Club’s signature stylish blue bottle and tastes absolutely delicious mixed with lemonade for those Aperitivo moments but it also tastes wonderful neat.”
David Beckham, Haig Club Brand Partner said: “Myself and the Haig Club team are continually looking at ways to engage and adopt new consumers to the brand. Developing Haig Club Mediterranean Orange has been in the works for some time now and I’ve enjoyed helping select the final liquid. The orange perfectly complements the signature Scotch notes of Haig Club and it’s a great long drink for Summer.”
[1] MMR, Whisky Liquid evaluation, Sep 2020, Non-Drinkers Base n=51. Total Base n=110. Testing is at 95% level of confidence.
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