Haig Club

Diageo has added a new Father’s Day gift pack for single grain whisky Haig Club.

New packs have rolled out featuring a 70cl bottle of the 40% abv whisky and a limited-edition chrome hip flask (rsp: £45).

The brand was “the perfect whisky to recruit non-whisky drinkers into the category but also sits well with those who know their malts from their blends”, said head of Diageo Reserve GB Nick Temperley. “It’s a modern and stylish choice and the added value of the hip flask means dads can enjoy it whenever they like.”

Haig Clubman, the spin-off brand co-owned by footballer David Beckham, was one of Diageo’s most successful launches of recent years. It hit shelves in August 2016, and by last September had racked up a whopping £10.4m in value sales. By comparison, parent brand Haig Club’s sales were down 28.3% to £2.4m over the year to 9 September 2017 [Nielsen].