The push will use images from the upcoming global campaign

The push will use images from the upcoming global campaign

Diageo's single grain Scotch whisky Haig Club has debuted in Travel Retail with a marketing campaign at Singapore's Changi Airport.

The 40% abv whisky, made in partnership with ex-footballer David Beckham, is on tasting tables for one month at Changi's DFS stores, Diageo said today. Photo booths will also allow consumers to capture a Haig Club toast with friends to upload to social media.

Haig Club was rolled out in the UK in July with the support of Beckham and British media mogul Simon Fuller. The Changi activation is the first to use Haig Club images of Beckham that will be part of a global campaign around the brand later this year.

Expert analysis

Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review

Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review

Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData...read more