International football icon David Beckham is backing the global launch of a new Scotch whisky that will be produced at the Cameronbridge Distillery in Fife.
Diageo, yesterday announced thatBeckham and his manager, Pop Idolcreator, Simon Fuller, will play a fundamental role in developing the Haig Club Single Grain Scotch Whisky brand, its strategy and positioning.
Beckham will also lead the promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand.
The announcement comes months after Courier Country whisky workers were left gobsmacked when Beckham and Fuller arrived for a tour of their workplace.
The former England captain visited Diageo plants near Alloa for a private tour in January.
Haig Club is described as an innovation from the House of Haig, Scotland’s oldest grain whisky dynasty.
While the House of Haig can trace its whisky producing roots back to the 17th century, it was in 1824 that John Haig established the Cameronbridge Distillery near Leven, where he pioneered the art of producing grain whisky in continuous Coffey and Stein stills an invention that 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.
David Gates, Diageo’s global head of premium core spirits, said: “David Beckham and Simon Fuller are renowned for breaking boundaries and shakingup markets in every sector in which they work.
“We are immensely proud to partner with them on our first large-scale grain whisky innovation.”
Beckham said: “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 collaboratingon Haig Club, valuing and treasuringthe Haig traditions while reinventingthis whisky for years to come,” headded.
Simon Fuller said: “This is a long-term commitment. It is important to us that we create something unique and of great quality.”
Alcohol Concern has expressed its “disappointment” Beckham signed up to promote the product, saying the move would send mixed messages to children.
malexander@thecourier.co.uk