CANNES, France, Oct. 28, 2014 /CNW/ - David Beckham, partner with Diageo in its new HAIG CLUB™ whisky, raised a toast to global travellers when he flew into Cannes today for TFWA World Exhibition & Conference 2014, the world's largest annual duty free trade show.
Beckham's surprise visit to the show was part of a world tour during which he is promoting HAIG CLUB, the distinctive and sophisticated new Single Grain Scotch Whisky developed in partnership with Diageo and British entrepreneur Simon Fuller. In September he dropped into Changi Airport in Singapore to showcase HAIG CLUB cocktails, delighting travellers at the airport.
HAIG CLUB is available for travellers to purchase in selected duty free stores and on selected airlines globally from this month.
Today's visit follows the launch of the first TV advertisement for HAIG CLUB, directed by Guy Ritchie, which aired on UK television earlier this month.
Doug Bagley, Managing Director of Diageo Global Travel, said: "Having David with us today underlines his commitment to welcoming in a new era for Scotch Whisky. Our aim is to bring travellers new and exciting spirits and HAIG CLUB is undoubtedly one of the most innovative developments in Scotch for years. It represents a dynamic and iconic partnership and we believe it will have global appeal."
HAIG CLUB is a new innovation from the House of Haig, Scotland's oldest grain whisky dynasty. It is crafted using a unique process that combines grain whisky from three cask types. This creates a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste that the company believes will be enjoyed by whisky experts as well as those who have never tried Scotch Whisky.
David Beckham shares Diageo's belief in quality over quantity and is taking the lead in the promotion of responsible drinking, which lies at the heart of HAIG CLUB.
HAIG CLUB began rolling out in duty free outlets across the globe from October with a recommended retail price of £40 GBP / $62.50 USD for a 70cl bottle.
View the recently released HAIG CLUB TV advert on YouTube.com/HaigClub.
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 radical 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.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at http://www.diageo.com. Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
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About David Beckham
David Beckham is one of the world's most iconic sportsmen. With a professional football career spanning over twenty years, he captained his country for six years, won the British Premier League six times, the UEFA Champions League (with Manchester United) in 1999, and was runner up in the FIFA 'World Player of the Year' Awards in 1999 and 2001.
Having left Manchester United in 2003 for four successful seasons with Real Madrid, Beckham moved to LA Galaxy in 2007, taking the team to two MLS Cup Championships (2011, 2012) while participating in a unique time-share agreement with AC Milan, first in January 2009 and then again in January 2010.
Now retired, Beckham has been appointed global ambassador for the Chinese Football Association and has announced that he will co-own a Major League Soccer expansion team in Miami. Married to Victoria and father to four children, Beckham's fame extends far beyond the pitch. Noted as a keen advocate of charitable work, he has supported UNICEF since his days at Manchester United, becoming a Goodwill Ambassador in 2005 with a special focus on UNICEF's Sports for Development program. David is also on the Leadership Council for charity Malaria No More.
An astute businessman, David Beckham will play an integral role in developing the Haig Club brand, its strategy and positioning. In addition, he will lead the promotion of the responsible drinking programme for Haig Club, which is at the heart of the brand.
SOURCE: Diageo GTME