The Haig Club Mediterranean Orange spirit has been created by the premium Scotch brand in collaboration with brand partner and footballer David Beckham to offer a flavorful libation that is perfect for evening enjoyment. The drink features a 35% ABV and will be arriving on store shelves starting in mid-April 2021, which will position it perfectly for summertime enjoyment. The spirit is targeted towards whiskey and non-whiskey drinkers alike in search of a sweeter option to enjoy.
Diageo Whisky Marketing Director Violeta Andreeva explained the new Haig Club Mediterranean Orange spirit further saying, "The launch of Haig Club Mediterranean Orange is an exciting step forwards for dark spirits. We see this as a huge opportunity to recruit a new generation of drinkers as more and more consumers are choosing flavours and sweeter drinks. The innovation comes in Haig Club’s signature stylish blue bottle and tastes absolutely delicious mixed with lemonade for those Aperitivo moments but it also tastes wonderful neat."
Citrusy Footballer-Approved Spirits
Haig Club Mediterranean Orange was Created with David Beckham
Trend Themes
1. Flavored Spirits - The rise of flavored spirits presents an opportunity for beverage companies to attract new generations of drinkers looking for sweeter options.
2. Celebrity Collaborations - Partnering with celebrities, athletes, and influencers can give brands a unique marketing edge in a crowded marketplace and provide opportunities for innovative product development.
3. Summer Beverages - As temperatures rise, there is an opportunity for beverage companies to innovate and create refreshing drinks that cater to summer consumption preferences.
Industry Implications
1. Beverage Industry - The beverage industry can capitalize on the trend of flavored spirits and celebrity collaborations to create innovative new products that appeal to modern consumers.
2. Luxury Goods Industry - With the rise of premium spirits like Haig Club Mediterranean Orange, luxury goods companies can target high-end consumers with innovative, sophisticated products that cater to changing tastes and preferences.
3. Marketing Industry - As the use of celebrity endorsements and collaborations becomes more prevalent in the marketing world, agencies and companies can offer services to help brands capitalize on this trend and create effective campaigns that resonate with consumers.