Beckham’s whisky deal slammed by charity

David Beckham has been criticised by an alcohol awareness charity for sending a “confusing message” to children after announcing the launch of 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

Photo credit: H&M

The Haig Club bottle takes cues from the fragrance industry

The Haig Club bottle takes cues from the fragrance industry

Diageo announced yesterday the launch of Haig Club Single Grain Scotch Whisky – a brand that Beckham is set to play a “fundamental” role in developing.

As well as developing the brand, the 38-year-old will also promote a “responsible drinking programme” for the spirit, however drinks charity Alcohol Concern has urged father-of-four to pull out of the deal calling his decision to endorse the product “disappointing”.

Emily Robinson, deputy chief executive of Alcohol Concern said: “It’s incredibly disappointing that David Beckham, a global icon who has wide appeal to children has chosen to use his sports star image to promote spirits.

“Given David Beckham’s other roles promoting sport and a healthy lifestyle to children, we believe this will send a confusing message to them about the dangers of alcohol and its impact on a healthy lifestyle and we call on the star to rethink his association with this product.”

Launching the partnership yesterday Beckham said he was “proud” to be working with a “home-grown” brand with a heritage spanning more than 400 years.

In response to the charity’s concerns, Diageo said in a statement: “We and David Beckham take our responsibility in this area very seriously.

“David will lead the promotion of the responsible drinking programme. We have always been completely clear in our view that alcohol should only be consumed by adults and we do not want underage drinkers as consumers.”

Francis Ingham, director general of the Public Relations Consultants Association (PRCA) said: “The news of Diageo’s new whisky brand with David Beckham was handled smartly and anticipated potential criticism.

“They included the announcement of a dedicated Corporate Social Responsibility programme around responsible drinking, which would also  be fronted by Beckham. Diageo – which subscribes to the PRCA’s code of conduct – has invested hugely in responsible drinking initiatives, as it rightly realises that alcohol misuse is damaging to its own reputation.”

The House of Haig is Scotland’s oldest grain whisky distillery dating back to the 17th century.

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

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

International Sales Manager

Crush Wines Ltd
Home based/Wiltshire office, UK

Head of Marketing

Amathus Drinks Plc
London, UK

Sales Representative - Private Customers

Corney and Barrow
Central Hong Kong, HK

Export Manager UK On Trade

AdVini
Home based in London or the South East, GB

Global Head of Marketing

ATOM Brands
Tunbridge Wells, GB

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Enotria&Coe
Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Customer Service Assistant

The Champagne Company
Birmingham, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 31st January 2018

The Global Organic Masters 2018

Deadline : 12th February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more