Brands

Beckham kicks off Haig Club London residency

By James Evison

- Last updated on GMT

David Beckham has launched the first Haig Club London at the Wellington Arch
David Beckham has launched the first Haig Club London at the Wellington Arch

Related tags: Haig club, Club, Scotch whisky

David Beckham welcomed guests last night (1 March) to the first evening of the Haig Club residency in London - part of Diageo's plans to promote the single grain whisky brand. 

The week long residency at the Wellington Arch aims to replicate the modern interpretation of private clubs that featured in the original Haig adverts of the 1920s.

The club, opened by ex-footballer David Beckham and entrepreneur Simon Fuller, will 'challenge the notion whisky should only be enjoyed neat'.The bar will serve signature cocktails made to showcase Haig Club, poured by mixologists Sweet and Chilli, and curated by Haig Club's 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 Haig Club bottle.

Diageo has also set up social media and digital channels to promote the brand, and more information can be found on Haig Club London at the brand's facebook page​ and on its website​.

Original Guy Ritchie-directed Haig Club ad:

Related topics: Spirits & Cocktails

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