Diageo scores with David Beckham whisky deal
The spirit is experiencing a ‘global renaissance,’ according to Diageo, and it believes the two icons will push grain whisky into the mainstream market.
Beckham will take part in a responsible drinking programme, which will include an advertising campaign, as part of the partnership.
Butterscotch and toffee
Haig Club is being launched from the House of Haig, which claims to be Scotland’s oldest grain whisky brand. Diageo is targeting the spirit at both current whisky drinkers and new consumers and said the two icons will “play a fundamental role in developing the brand, its strategy and positioning.”
Haig Club is made by combining grain whisky from three cask types, with a butterscotch and toffee taste.
David Beckham made his name with a professional football career spanning over 20 years. He said, “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.”
Simon Fuller created the Pop Idol and American Idol franchises, as well as managing artists including the Spice Girls, Annie Lennox, and Lisa Marie Presley. He said, “With Haig Club we have an opportunity to push boundaries and shape how Scotch will be perceived in the future, it’s an exciting proposition.”
The whisky will be available to buy later this year, with details on pricing and availability announced nearer the time.
