Tuesday, January 26, 2021

Beckham’s blend

David Beckham and Guy Ritchie launch new whisky with Diageo

 

David Beckham, Guy Ritchie and Victoria Beckham’s former Spice Girls manager Simon Fuller have teamed up with Diageo to launch their own whisky brand. Named Haig Club, the single grain Scotch whisky combines grain from three cask types and is described by Beckham as a “home-grown brand” that represents “the next trend in whisky”.

 

David Beckham and Guy Ritchie were at Glen Affric last week to shoot an advertisement for Haig Club
David Beckham and Guy Ritchie were at Glen Affric last week to shoot an advertisement for Haig Club

The Haig Club bottle has the look of an aftershave bottle
The Haig Club bottle has the look of an aftershave bottle

Beckham and Ritchie are said to have immersed themselves in the brand and were at the Glen Affric Estate in Wester Ross last week to shoot a promotional campaign for the brand. Beckham was also seen filming another advert in May in Edinburgh and visited Diageo’s plants in Fife and Clackmannanshire in January with Fuller to “cement their business deal”.

 

The 40% ABV whisky is now available in Selfridges for £40 per bottle and at Singapore’s Changi Airport and though there’s nothing new about personalities attaching their names to drinks brands –Ghostbusters actor Dan Aykroyd launched Crystal Head Vodka in 2007, actor Robert De Niro has a stake in VDKA 6100 and rapper Sean Combs part owns Cîroc vodka with Diageo, for example – most personalities choose vodka as it is the most popular spirit with consumers. Only time will tell if Haig Club has the legs to succeed in the fickle whisky sector, but with Beckham’s £165 million fortune behind it, the chances look good.

 

 

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