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David Beckham ends Haig Club partnership

The commercial partnership between Diageo-owned Haig Club and former footballer David Beckham has ended after nine years.

Haig Club’s orange-flavoured spirit drink was created to be an accessible entry route into Scotch

In March this year, Diageo confirmed to The Spirits Business that Beckham would terminate his partnership with the Scotch whisky brand this summer to pursue his own drinks venture.

The brand’s social media channels have now been set to private, and activity on its platforms has gone quiet.

Diageo’s managing director, Nuno Teles, said the firm believed this was a positive step for both Beckham and the brand.

Teles added: “Haig Club is not dependent on David Beckham.

“Haig Club exists because it has an accessible taste; it’s for the consumers that are not particularly ‘into whisky’ to have something that is easier to drink. And so that will continue to be the driver of the brand going forward.”

Teles confirmed he didn’t see the end of the partnership as a “challenge” for the brand because of this.

“The brand exists for one reason, and David was a really good partner,” Teles continued. “But he now sees other opportunities, and we fully agree that is something that he will benefit from.”

A Diageo spokesperson added: “We look forward to seeing how David broadens his business portfolio over the coming years and thank him for his hard work and commitment to Haig Club.”

The former professional footballer is one of the founding partners of the single grain Scotch brand, which is made at Diageo’s Cameronbridge Distillery.

In August 2016, Beckham and Diageo released the first permanent line extension of Haig Club, called Clubman.

More recent releases from the brand include an orange-flavoured spirit drink, designed to create an accessible entry route into the whisky category for non-whisky drinkers.

Through the brand’s partnership with Beckham, it has benefitted from sponsorship deals including becoming the ‘official whisky’ of Beckham-backed football team Inter Miami CF.

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