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David Beckham whisky goes on sale
David Beckham’s new whisky, launched in partnership with Diageo, has hit the shelves at Selfridges in London.
Diageo announced its Haig Club Single Grain Scotch Whisky, a project launched in partnership with David Beckham and Simon Fuller, in April.
The speciality whisky will be sold exclusively at Selfridges in London’s Oxford Street until the end of the month, after which it will go on sale at The Whisky Shop in Piccadilly, before being rolled out to selected wider retail markets.
The whisky, whose bottle takes its cues from the fragrance industry, will begin to appear in premium on-trade outlets from as early as mid-July.
Its recommended retail price of the 40% abv spirit has been set at £45 for a 70cl bottle.
The House of Haig is Scotland’s oldest grain whisky distillery and dates back to the 17th century.
Haig Club is made using a process that combines grain whisky from three cask types in order to create a “fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste”, which Diageo is hoping will bring new consumers into the whisky category.
As part of Beckham’s involvement in promoting the whisky brand, the former England captain will also be leading the promotion of a responsible drinking programme for Haig Club.
Following the announcement of the project earlier this year, Beckham was criticised by an alcohol charity for sending a “confusing message” to children.