David Beckham, the former star football player, and Simon Fuller, the producer of popular TV show American Idol, have joined the promotion effort of the Haig Club in sympathy with its brand philosophy of responsible drinking. (image:DIAGEO KOREA)
SEOUL, Nov. 6 (Korea Bizwire) — “We will create a new wave in Korea’s liquor market with the single-grain scotch whiskey.” Cho Kil-soo, president of Diageo Korea, said this on November 5 at the Grand Hyatt Seoul in a press conference to debut the “Haig Club,” Korea’s first single-grain whiskey. The Haig Club was launched first in Korea among all other Asian countries, with other markets such as China and Singapore introduced later in stages.
Unlike any other whiskies before using barley malt, the Haig Club is based on high-quality grains such as rye, with smooth and clean after-taste. The Haig Club, created with the 400-year tradition and the secret recipe of the Haig family, reinterprets the old single-grain scotch whiskey with a modern touch.
David Beckham, the former star football player, and Simon Fuller, the producer of popular TV show American Idol, have joined the promotion effort of the Haig Club in sympathy with its brand philosophy of responsible drinking. Korean actor Lee Seo-jin joined the effort with Beckham and Fuller to endorse the brand for Korean drinkers.
Beckham, visiting Korea in six years as a football player before and as a brand ambassador now, said, “I am glad to be here to represent the Haigs with 400 years of history. We have made something really special. For me it has meant understanding how whisky is made and enjoyed, and then working with some incredible people to write a new chapter for Haig.”
By Sean Chung (schung10@koreabizwire.com)
