Haig Club: Blueprint for a fast start

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, launching a bottle redesign and a new formula of whisky to suit a younger market.

Executive summary

We faced a huge and perennial challenge: how do you recruit millennials into premium whisky, a category younger drinkers had always resisted?

To make it harder we needed to solve it in a way that proved a new launch model in whisky wa

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands