Diageo teams up with David Beckham for Haig Club whisky
Tuesday 08 April 2014
David Beckham has joined a new club – but not a football club this time. He has signed up to launch a new grain whisky, Haig Club, with music mogul and pal Simon Fuller.
Beckham and Fuller, who created Pop Idol and put The Spice Girls on the map, are to work with whisky distiller and Guinness owner Diageo to launch Haig Club Single Grain Scotch Whisky.
Beckham will lead the promotion of the brand and the pair have worked on developing its marketing strategy. The Scotch will be sold in packaging that looks like an after-shave bottle.
Beckham and Fuller were spotted visiting Diageo’s whisky making plants in Fife and Clackmannanshire in January when they were preparing their involvement.
Beckham 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. Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”
Drinks giant Diageo, which also owns Johnnie Walker whisky, said Haig Club is the latest brand from Scotland’s oldest grain whisky dynasty – the House of Haig. The House of Haig’s blended whisky brands, Haig and Dimple, are currently sold in Latin America but Haig Club will be sold worldwide.
David Gates, Diageo’s Global Head of Premium Core Spirits, commented: “Whisky is experiencing a continued global renaissance and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves.”
It said the House of Haig can trace its whisky producing roots back to the seventeenth century. Haig Club has been crafted using a grain whisky from three cask types.
Fuller said: “This is a long term commitment. It is important to us that we create something unique and of great quality. With Haig Club we have an opportunity to push boundaries and help shape how scotch will be perceived in the future.”
- 1 This 'woman calls police to order pizza' story isn't going where you're expecting
- 2 Axe wielding man shot dead after attacking four New York policemen on busy street
- 3 Watch what happened when food critics were unknowingly served McDonald's
- 4 Jimmy Carr's Oscar Pistorius joke goes a bit too far at the Q Awards
- 5 Ottawa shootings: Bruce MacKinnon's cartoon is the perfect tribute to soldier Nathan Cirillo
Of course, teenage girls need role models – but not like beauty vlogger Zoella
Cameron is warned 'no possibility' of UK reducing immigration and that bid to bring in quota on migrant workers would be illegal
Support for EU membership 'at highest level since 1991' with most Brits wanting to stay 'in'
Thousands with degenerative conditions classified as 'fit to work in future' – despite no possibility of improvement
Attacks on 'Ukip Calypso' show how skewed people’s priorities are
Poppy Appeal 2014: This is why I won't be wearing a red poppy this year
iJobs Money & Business
£60000 per annum: Ashdown Group: Compensation and Benefits Manager - Compensat...
£30000 - £35000 Per Annum plus excellent benefits: Clearwater People Solutions...
£24000 - £28000 per annum + bonus & benefits: Ashdown Group: IT Business Syste...
£50000 - £90000 per annum + benefits: Ampersand Consulting LLP: Markit EDM (CA...