Haig Clubman Pop-Up


Diageo launched Haig Club in partnership with David Beckham in 2015 to add a premium and contemporary Scotch Whisky to its portfolio and attract a new generation of whiskey drinkers. We have worked on both Haig Club and their new younger brother Haig Clubman, first by growing their distribution and establishing their credentials in the on-trade and then by bringing it to consumers via unique key serves.


As a new player in the category with a heavyweight celebrity endorsement, it was important to seed Haig Club through a curated group of style-led accounts. We encouraged selected outlets to stock Haig Club by offering premium sampling events for their customers and immersive staff training sessions to drive bar staff advocacy. For our second phase, we conducted a large-scale pop-up sampling and sales shop in London’s Kings Cross station in the lead up to Christmas. The gifting experience was a great success and was conducted again on Father’s Day at Selfridges, as well as Christmas 2017 in Westfield London where we offered special Christmas gift packs.


To date, we have delivered over 85,000 samples, activated at over a 100 unique locations including bars, retail outlets and travel destinations and, most importantly, helped establish Haig Club as the most stylish whiskey amongst their key target demographic.

Experimental / NPD Launch Strategy / On-Trade Activation / Sampling