Video: David Beckham launches Haig Club whisky

By Robyn Black

- Last updated on GMT

Related tags Haig club Scotch whisky

David Beckham toasted the “start of a new adventure” at the official launch party for his new whisky brand, Haig Club, this weekend.

The tie-up between the star and Diageo was announced back in April.

“Working with partners like David Beckham and (Beckham’s manager) Simon Fuller has brought a new perspective to what we do, helping us to break new ground,” said Kathy Parker, senior vice president of the brand.

“Both David and Simon are renowned for shaking up every sector in which they work and this has been no exception. We believe that people around the world are going to love what we’ve created together - we can’t wait for them to try it.”

The whisky is, perhaps unusually, a grain whisky and is distilled at Cameronbridge in Fife, which is said to be Scotland’s oldest grain whisky distillery.

“I am incredibly proud to have been part of the creation of Haig Club,” said Beckham, was joined at the party by his wife Victoria, manager, family and “old and new” friends.

“I think we have made something really special. For me it has meant understanding how whisky is made and enjoyed and then working with some incredible people to write a new chapter for Haig.”

Parker added: “Haig Club is designed to be different. Historically Single Grain Whisky has been in the shadow of Single Malts and Blended Scotch, but Haig Club represents a new direction in Scotch Whisky, which brings Single Grain Scotch to the forefront.

“This is a whisky that welcomes in a new era for Scotch. The rise of Single Grain Whisky has been both predicted and eagerly anticipated by whisky experts in recent years and with Haig Club we are thrilled to give this ‘hidden gem’ the attention and appreciation it deserves,” she added.

Related topics Spirits & Cocktails Marketing

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