Diageos new print campaign for Clubman shows Beckham in Miami.

Diageo's new print campaign for Clubman shows Beckham in Miami.

Diageo has unveiled the first adverts for Haig Club Clubman, the second expression from its David Beckham-backed single grain Scotch whisky range.

The Clubman print campaign was shot by fashion photographer Glen Luchford and shows Beckham drinking a Scotch and cola in Miami. Diageo said the new push attempts to "disrupt" the perception of where Scotch can be drunk and show off Haig Club as "a brand rooted in style and sociability".

"This unique approach is how we will continue to drive the vibrancy and momentum of the Scotch category," the company added.

The advertisements will begin to roll out this month. Haig Club Clubman is currently available in the UK for GBP25 (US$33) per 70cl bottle.

Clubman was rolled out last month as a cheaper alternative to the original Haig Club, released in 2014. The name comes from a 1920s advertising campaign, in which Haig was described as 'The Clubman's Whisky'. 

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