Haig Club Whisky Launches DTC Operation

Article courtesy of KamCity here

Scotch whisky brand Haig Club has launched a new direct to consumer (DTC) website, strengthening its e-commerce offering. The brand, which is a partnership between Diageo and David Beckham, described the platform as a one-stop-shop which brings consumers everything they need to enjoy Haig Club.

The site features hero products: Haig Club Deluxe, Haig Club Clubman and recently introduced ready to drink cans.

Haig Club stated that e-commerce platforms offer an opportunity for growth and a route to make the whisky category more accessible to new audiences. Brand partner David Beckham will be using the power of his social network to support sales.

The announcement of Haig Club’s dedicated e-commerce site comes as changes in shopping behaviour and increased awareness of e-commerce as a result of Covid-19 have rapidly accelerated the growth of online shopping for spirits.

David Beckham said: “This is an exciting new development to allow our consumers to experience the world of Haig Club like never before. In a year where we have all spent more time at home, it’s been important to innovate and offer new ways for people to try our products.”

DJ Hageman, Global Brand Director for Haig Club added: “Online shopping for spirits has been growing fast, with Covid-19 accelerating change in shopping habits and e-commerce growing as a result. This growth, coupled with David’s social influence as the most followed British celebrity on Instagram, provides Haig Club with a unique path to drive trial and consideration amongst digitally-savvy consumers.”