Beckham criticised for whisky promotion

An alcohol charity has slammed David Beckham after he signed up to promote a new whisky.

The 38-year-old retired footballer has teamed up with manager Simon Fuller and drinks company Diageo to launch Haig Club, a new, single-grain Scotch whisky.

As well as developing the brand, Beckham has been tasked with promoting a “responsible drinking programme” for the spirit.

But Britain’s Alcohol Concern has expressed its “disappointment” that the sports star has signed up to promote the product. The charity said that the move would send mixed messages to children.

“It’s incredibly disappointing that David Beckham, a global icon who has wide appeal to children, has chosen to use his sports star image to promote spirits,” said Emily Robinson, deputy chief executive of Alcohol Concern.

“Given David Beckham’s other roles promoting sport and a healthy lifestyle to children, we believe this will send a confusing message to them about the dangers of alcohol and its impact on a healthy lifestyle and we call on the star to rethink his association with this product.”

In a press notice launching the product, 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.”