It already works with US rapper Sean “Diddy” Combs but Diageo, the world’s biggest drinks company, has been unable to resist another celebrity tie-up.
This time it has teamed up with David Beckham and celebrity manager, Simon Fuller, to develop a new Scotch whisky brand.
Haig Club, a single-grain Scotch whisky, will be sold in a dark blue bottle, similar in appearance to an aftershave or perfume bottle.
Diageo said the pair will play a “fundamental role” in developing the strategy, hinting that the agreement goes beyond a normal celebrity endorsement or ambassador role. However, the drinks company behind Johnnie Walker and Smirnoff would not disclose the details of the arrangement.
Haig Club is the latest Scotch whisky to come out of the House of Haig, Scotland’s oldest grain whisky dynasty, which can trace its roots back to the 17th Century and is behind other brands such as Haig Blended Scotch Whisky and Dimple Scotch Whisky.
In January Diageo announced it had formed a joint venture with Mr Combs to buy luxury tequila brand DeLéon, having collaborated in 2007 with the rapper-turned-businessmen over the upmarket vodka, Cîroc.
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