Booze it Like Beckham


Our Stories April 17, 2014 No Comments.

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HaigClubDavid Beckham first found fame as a soccer player, but as most people have come to notice, the man has an impressive image that extends far beyond the soccer field. He and his family have a special way of captivating the world, and now, it seems Mr. Beckham has even grabbed the attention of world liquor giant, Diageo.

 

The Wall Street Journal reports that Diageo has announced that they are joining forces with Beckham to launch a new Scotch whiskey. Named “Haig Club,” the Scotch is said to showcase butterscotch and toffee flavors. Haig Club will be part of House of Haig, Scotland’s oldest grain-whiskey distiller. With a global launch scheduled for later this year, the company says prices will probably start around $65 a bottle.

 

Back in 2012, Diageo said that they were going to spend $1.54 billion to increase Scotch production over the next five years to meet rising demand, and it looks like they’re staying true to their word. They said that Haig Club will appeal to current Scotch drinkers, but also “those who have always wanted to try whiskey.” They believe this can be achieved with Haig Club because grain whiskey’s milder taste is generally considered to be more palatable for first-time whiskey drinkers.

 

Beckham will not just be the face of Haig Club; he’ll also be helping to develop the brand, its strategy and positioning. It’s unclear as to whether he has invested in the launch, but he’ll be fully involved in it. Simon Fuller, creator of “American Idol,” is also involved in the partnership. Fuller is also the former manager of the Spice Girls, of which Beckham’s wife Victoria was a member. It’s a small world after all.

 

In a statement about his new partnership, 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.”

 

We think this whiskey sounds like it could be really good, but the price tag is also a tad high. What do you think?

 

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