David Beckham launches Haig Club whisky in Singapore

By Zaki JufriEvents - 14 November 2014 7:00 PM | Updated 3:41 PM

David Beckham launches Haig Club whisky in Singapore

He’s a footballing icon, has a line of underwear and leather motorcycle jackets and now he has his very own whisky label.

David Beckham has launched his very own whisky label, Haig Club, in Singapore on Friday.

He was joined by Singapore creative consultant Tracy Phillips who is the Singapore brand ambassador.

Global drinks company Diageo had teamed up with Beckham and music mogul Simon Fuller to launch Haig Club – a single grain, no-age-statement Scotch whisky.

According to Diageo, the House of Haig can trace its whisky producing roots back to the 17th century, making the Haig family Scotland's oldest grain whisky dynasty.

The whisky is created from liquid sourced from its Cameronbridge distillery in Scotland and is comprised of a variety of aged whisky from three types of cask: first-fill, rejuvenated and refill Bourbon barrels.

David Beckham opens a crate of Haig Club whisky. Photo: Zaki Jufri

The whisky is now available in select venues in Singapore as well as duty free shops in Changi Airport.

“Diageo came to me with this idea at the end of my career. As soon as they said the ‘Haig Family’, I started to think what that name meant to me,” Beckham said.

He explained: “I remember every Christmas when I was growing up, my grandfather would go get his bottle of Haig whisky in the middle of a meal and pour himself a spot of whisky. That brought me back to a special moment in my life. Seeing my grandfather do that every Christmas and every special occasion, I knew that there was something special with the brand.”

Beckham, who played for teams such as Manchester United and Real Madrid during his glittering football career, also said that he had been asked to go into the alcohol business during his 22 years playing football but never felt that it was the right thing to do.

“He’s global icon who inspires and leads new trends. He is successful in everything he is involved with, and seeing his passion and charisma in making haig club successful is inspiring”, said Apurvi Shreth, managing director of Diageo’s Southeast Asia emerging market and joint ventures.

David Beckham and Tracy Phillips raise a toast. Photo: Zaki Jufri

“To be part of something that has been around for some many years means so much to me,” Beckham said.


Beckham noted out that the whisky is especially suitable for new whisky drinkers with its "intriguing" and "versatile" taste.

The unique flavours of the whisky -- showcasing butterscotch, tropical fruit with spicy notes -- were created by master blender Chris Clark.

A bottle of Haig Club whisky. Photo: Zaki Jufri

“If you’re a new whisky drinker, Haig Club is a good place to start. If you’ve been around whisky for a long time, I think you can forget everything you knew about whisky,” Beckham beamed.

David Beckham
Beckham talks about his retirement. Photo: Zaki Jufri

“Haig club is the start of a special journey for us. single grain whisky has been on the periphery of the scotch category for the last few years. but we think it is now to be the next big thing, and Haig Club will lead the way,” Diageo’s Shreth said.

Despite hanging up his football boots in 2013, Beckham has showed no signs of becoming a stay at home dad and instead has put on entrepreneurial boots.

Besides a lifetime contract with Adidas and launching Haig Club, Beckham recently partnered with fashion retailer H&M to launch a line of underwear for men. He also brought his design skills to a collaboration with Belstaff for a capsule collection of motorcycle wear. And not to mention launching a new football club in Miami.

“It’s a different type of work from what I usually do,” Beckham said of his post-football career activities.

“Instead of a football, I now have four children to chase around.”