Beckham will promote the launch of Haig Club Single Grain Scotch Whisky, but Alcohol Concern is calling for him to rethink the deal.
Emily Robinson, deputy chief executive, Alcohol Concern, said, “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.
“Given 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.”
Diageo: Beckham will lead responsible drinking program
A Diageo spokesperson said, “Diageo and David Beckham take our responsibility in this area very seriously. As well as abiding by all laws and industry codes, Diageo has our own, very stringent, guidelines on responsible marketing of our brands.
“David will lead the promotion of the responsible drinking programme for Haig Club, which is at the heart of the brand, and we could not ask for a stronger ambassador for the campaign.
"We have always been completely clear in our view that alcohol should only be consumed by adults and we do not want underage drinkers as consumers.”
David Beckham and British entrepreneur Simon Fuller have partnered with Diageo for the launch of the spirit, under the House of Haig brand. Diageo said the two icons will push grain whisky into the mainstream market. The whisky will be available later this year.