Diageo wanted its new whisky brand to bring young people of any gender into the category. Haig Club launched in 2014 with distinctive blue brand assets, a link to Scottish whisky-making tradition, and an emphasis on the product’s versatility with the slogan, ‘Make Your Own Rules’. A partnership with David Beckham was used across TV, print, digital and film to drive PR and brand fame. The brand invested in media share of voice ahead of its market share. In four years, it achieved 60,000 annual case sales - faster growth than comparable spirits launches – with younger and female drinkers over-indexed among users.