Beckham launches whisky with Diageo

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.

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Your email address will not be published.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

Sales and Brand Manager

The Duchess Virgin Gin & Tonic
London,

Sales Scotland

Liberty Wines
Scotland, UK

Supply Chain Supervisor

Speciality Drinks
UK, UK

Sales Manager

Stilnovisti
London, UK

Regional Key Account Manager - On Trade

Lanson International UK
South of England, UK

Private Account Manager

Jeroboams Wine Merchants
London N1, UK

Sales Role

JF Tobias
London, UK

Events Assistant

Decanter
London, UK

Head of Marketing

Decanter
London, UK

Market Manager - Asia

Wines of South Africa
China,

Prosecco Springs

London,United Kingdom
26th Apr 2018

Spirits & More

Rome,Italy
19th May 2018

db Awards 2018

London,UK
23rd May 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