Diageos new Haig Club bottle is designed to look like a decanter

Diageo's new Haig Club bottle is designed to look like a decanter

Diageo has launched a limited-edition bottle for its David Beckham-backed Haig Club Scotch whisky.

Haig Club: The Decanter will roll out over the festive period exclusively in Travel Retail, Diageo said. The one-litre bottle resembles the crystal decanter Diageo gave Haig Club partner David Beckham for his 40th birthday this year and will retail for GBP39 (US$58).

Peter Fairbrother, global marketing director for Diageo Travel Retail, said: "The limited-edition has been developed exclusively for our Travel Retail partners in the run up to the key festive gifting season. Gifting is a key motivator in Travel Retail worth upwards of US$1bn during Christmas, New Year and Chinese New Year so we are keen to unlock the potential of this market."

Haig Club, a 40% abv single grain Scotch, was given a full launch by Diageo in the UK in October last year and has since been rolled out to other global markets. The length and financial details of the deal between Diageo and Beckham has not been disclosed.

In March, Beckham hosted guests at a "luxury pop-up" in London, continuing the trend from spirits companies for short residencies at upmarket venues to promote their brands among a small group of high-value consumers.

Beckham, Diageo and the Allure of the Luxury Pop-Up - Comment