Haig Club Scotch Whisky launches new UK e-commerce website

28 Sept 2020

Scotch whisky brand Haig Club has announced the launch of a new direct to consumer website, strengthening its e-commerce offering. The brand, which is a partnership between Diageo and Global Brand Partner David Beckham, announced the platform as a one-stop-shop which brings consumers everything they need to enjoy Haig Club. The site will feature hero products: Haig Club Deluxe, Haig Club Clubman and recently introduced ready to drink cans.

Haig Club is committed to understanding how people discover and buy whisky and believe that e-commerce platforms offer an excellent opportunity for growth and a route to make the whisky category more accessible to new audiences. The website is an exciting direction for both the brand, the category and partner David Beckham, who will be using the power of his social network to support sales.

The announcement of Haig Club’s dedicated e-commerce site comes as changes in shopping behaviour and increased awareness of ecommerce as a result of Covid-19 have rapidly accelerated the growth of online shopping for spirits. The UK has cemented itself as one of the largest e-commerce markets in Europe, with 87% of the population purchasing online in 20191. The UK’s online spending is set to account for 19% of all retail spend by the end of the year, making it worth over €225billion2.

Demonstrating the brand ethos of ‘making your own rules’, this launch is a sign of things to come from Haig Club, as it seeks to build out its online offering with a selection of products that showcase the versatility of the brand including unique collaborations.

“This is an exciting new development to allow our consumers to experience the world of Haig Club like never before. In a year where we have all spent more time at home, it’s been important to innovate and offer new ways for people to try our products.” - David Beckham, Global Brand Partner, Haig Club

“Online shopping for spirits has been growing fast, with Covid-19 accelerating change in shopping habits and e-commerce growing as a result. This growth coupled with David’s social influence as the most followed British celebrity on Instagram, provides Haig Club with a unique path to drive trial and consideration amongst digitally savvy consumers. We want to make it easier than ever for adults to discover, explore, purchase and enjoy Haig Club responsibly – so we’re very excited about our new e-commerce site and the opportunity that lies ahead.” - DJ Hageman, Global Brand Director for Haig Club