The ex-footballer, and entrepreneur Simon Fuller, are working with the company to develop Haig Club Single Grain Scotch Whisky, which is a new brand to emerge from the House of Haig, one of Scotland’s oldest whisky brands.
Beckham will be involved in developing the brand, its strategy and positioning and will lead the promotion of a responsible drinking programme.
“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.
“Working closely with Diageo, (Simon and I) look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”
Grain whisky revival
Diageo said that the initiative was based on the continued global renaissance of whisky and that it believed this year would be the one grain whisky goes mainstream and gains the recognition it deserves.
““We see this launch as a terrific accelerator for the whole sector, and one that really strengthens whisky’s position as the most vibrant spirits category,” said chief marketing officer Syl Saller.
“Consumers are constantly searching for new and different tastes and experiences and they are especially excited by those that come from authentic, heritage brands. And Haig Club certainly ticks those boxes. Throughout his career, David Beckham has been at the forefront of emerging trends and rewritten the rules of what it means to be a modern sportsman and businessman, and we are pleased he has decided to turn his hand to Scotch.”
The House of Haig can trace its whisky producing roots back to the seventeenth century. In 1824 John Haig established the Cameronbridge Distillery and it was there he pioneered the art of producing grain whisky in continuous Coffey and Stein stills – an invention which laid the foundations for the growth and success of the modern Scotch Whisky industry. Haig Club is born of that Haig family legacy of innovation and excellence in whisky creation.
The latest incarnation is scheduled for launch later this year.