David Beckham Gets Behind New Single Grain Whisky

Celebrity endorsements of liquor, while sometimes causing controversy, can often help boost the visibility of a particular bottling above others it shares shelf space with. One of the latest examples of this comes from spirits giant Diageo, which recently turned to global sporting icon David Beckham and British entrepreneur Simon Fuller to promote the forthcoming Haig Club Single Grain Scotch Whisky.

Haig Club is produced by Diageo’s House of Haig, said to be Scotland’s “oldest grain whisky dynasty” that traces its distilling roots back over 400 years and which in 1824 saw the establishment of Cameronbridge Distillery as a place that “pioneered the art of producing grain whisky in continuous Coffey and Stein stills.”

The single grain whisky in question going into this bottling is being “crafted using a unique process that combines grain whisky from three cask types.  This creates a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste.” There’s no mention of pricing or availability dates as this point, with it only being noted that it will be launched later this year.

As for the celebrity endorsements, the one from Beckham, who is a father, is drawing heat from at least one British health charity that recently called upon him to “rethink his association with this product” given its alcoholic nature.