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Wednesday 22 October 2014

Beckham launches whisky with Diageo

8th April, 2014 by Lucy Shaw

Former England football captain David Beckham has launched a whisky in partnership with drinks giant Diageo and TV producer Simon Fuller.

From x to x, David Beckham has branched out into whisky. Photo credit: H&M

From smalls to stills, David Beckham has branched out into whisky. Photo credit: H&M

Diageo announced the launch of Haig Club Single Grain Scotch Whisky today, with Beckham set to play a “fundamental” role in developing the brand.

Hailing from the House of Haig, Scotland’s oldest grain whisky distillery dating back to the 17th century, Beckham will also lead the promotion of a responsible drinking programme for Haig Club.

“The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years,” Beckham said.

The Haig Club bottle takes cues from the fragrance industry

The Haig Club bottle takes design cues from the fragrance industry

“Working closely with Diageo, we look forward to collaborating on Haig Club, treasuring the Haig traditions while reinventing this whisky for years to come,” he added.

Housed in an electric blue square glass bottle with embossed writing, Haig Club appears to take design cues from the aftershave industry, which Beckham is well acquainted with, having put his name to five different fragrances.

“Whisky is experiencing a global renaissance and we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves,” said David Gates, Diageo’s global head of premium core spirits.

“David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work.

“We are immensely proud to partner with them on our first large scale grain whisky innovation,” he added.

Haig Club is made using a process that combines grain whisky from three cask types in order to create a “fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste”, which Diageo is hoping will bring new consumers into the whisky category.

Whisky expert Dave Broom describes Haig, which will be launched later this year, as “hugely versatile”.

In addition to Haig Club, the House of Haig also produces Haig Blended Scotch Whisky and Dimple Scotch Whisky.

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