London based global drinks giant, Diageo has launched a new whisky, Haig Club Single Grain Scotch Whisky and signed soccer star David Beckham to represent the brand. Joining him is entrepreneur Simon Fuller whose extensive claim to fame includes managing the Spice Girls and introducing Victoria Beckham, known as Posh Spice, to her future husband.
House of Haig dates back 400 years and is one of Scotland’s oldest grain whisky makers. The Beckham/Fuller team will play a fundamental role in developing the brand, its strategy and positioning for the worldwide launch. Fuller is especially gifted at creating marketing strategies. With the resurgence of whisky worldwide the timing couldn’t be better. David Beckham will be the face of responsible drinking.
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