David Beckham is backing the global launch of a new Scotch Whisky that will be produced at the Cameron Bridge Distillery in Fife, Scotland.

Beckham and his manager, Simon Fuller, will be involved in developing the Haig Club Single Grain Scotch Whisky brand, its strategy as well as the positioning.

David Beckham will also lead the promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand. Haig Club is described as an innovation from the House Of Haig, Scotland’s oldest grain whisky dynasty.

David Gates, Diageo’s Global Head Of Premium Core Spirits, said: “David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work. We are immensely proud to partner with them on our first large-scale grain whisky innovation.”

Diageo said it was planning a global launch for Haig Club later this year, with prices starting at about $US65 ($70) a bottle, a company spokeswoman said. The brand will be part of Diageo’s House Of Haig, Scotland’s oldest grain whisky distiller.

Diageo has already teamed up with Sean Diddy Combs to buy up-market tequila DeLeon, while George Clooney and Justin Timberlake have also put their names on tequila brands.

By associating with celebrities, drinks companies hope to widen the appeal of spirits categories, which traditionally have had a relatively narrow customer base.

“I am proud to be working at the heart of a home-grown brand which has built an incredible heritage for over four hundred years. Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.” stated David Beckham.

However certain sections of people have expressed disappointment over David Beckham endorsing a scotch whisky brand. According to them, the decision of Beckham to promote the product would send mixed messages to children.