LONDON, March 2, 2015 /CNW/ - Last night in the heart of central London at Hyde Park Corner, the makers of HAIG CLUB™ Single Grain Scotch Whisky and brand partners David Beckham and Simon Fuller welcomed guests to the first evening of HAIG CLUB™ London - a week long residency at the Wellington Arch which has transformed the iconic landmark into a modern interpretation of the British private clubs featured in original Haig "clubman series" adverts of the 1920s.
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The clubs featured in the adverts brought together some of the day's most esteemed and respected individuals for conversation and friendship. Set in the centre of one of the world's style capitals, HAIG CLUB™ London brings the unique character and style of HAIG CLUB™ to life through a present day interpretation of those original London institutions.
HAIG CLUB™ London has been realised by tastemakers at the forefront of London's style, culinary and mixology scene. The interior has been transformed by designer Amanda Sheppard to include a hidden whisky snug with a view into the compelling history of the Haig Whisky dynasty. Brett Graham, Mike Robinson and Alex Harper of the Michelin starred Harwood Arms have designed a menu suited to pair with the clean fresh notes of HAIG CLUB™.
HAIG CLUB™ London will continue to challenge the notion that whisky should only be enjoyed neat, offering a contemporary space for whisky connoisseurs, and those new to whisky, to experience Scotch in ways they may have never before expected. It will also encourage them to appreciate the previously overlooked treasure of Single Grain Scotch Whisky.
The bar will serve signature cocktails made to showcase HAIG CLUB™ which will be perfectly placed at the heart of the drinks - crafted and poured by world-class mixologists Sweet and Chilli, and curated by HAIG CLUB™ Global Brand Ambassador, Ewan Gunn.
To mark the residency, the Wellington Arch will be illuminated by the colour blue for the week - mirroring the cues in the progressively styled blue HAIG CLUB™ bottle. An insider's-look into HAIG CLUB™ London is available at facebook.com/HaigClub and on HaigClub.com.
Welcome to HAIG CLUB™. Enjoy Responsibly.
About HAIG CLUB™:
HAIG CLUB™ is a new Single Grain Scotch Whisky from Diageo produced in partnership with global icon David Beckham and entrepreneur Simon Fuller. HAIG CLUB™ 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 new way. HAIG CLUB™ welcomes people to living well and drinking in moderation. As part of his partnership, David Beckham supports the HAIG CLUB™ responsible drinking campaign philosophy and the belief in quality over quantity. Additional information about HAIG CLUB™ may be found at http://www.HaigClub.com or facebook.com/HaigClub.
SOURCE HAIG CLUB and Diageo