Football superstar and businessman, David Beckham, has launched his very own whisky label - Haig Club - today in Singapore at The Mill.
In partnership with global alcohol industry leader Diageo, the new single grain scotch whisky will now be available in select venues in Singapore as well as duty free shops in Changi Airport.
The intimate launch had a select few invited media who got the chance to be in the same room as Beckham while host Ms Anita Kapoor asked questions about his whisky together with tastemaker Ms Tracy Phillips.
Beckham's venture into the alcohol business started when Diageo approached him for a collaboration. Beckham thought getting into the whisky industry was a good idea as he associates whisky to special occasions, such as Christmas, New Year's and birthdays, where his grandfather would bring out the bottle and pour a small amount of whisky to drink that Beckham was only allowed a sniff off. He said Haig Club brought back those fond memories for him.
Ms Phillips, who was part of the global Haig Club launch in the UK in October, attributes her "good karma" to be part of this adventure. The global launch saw Beckham and his manager, Simon Fuller, hosting an exclusive weekend in the heart of Scotland where Ms Phillips got to rub shoulders with the likes of designer Jimmy Choo, award-winning singer-songwriter David Tao and chef Gordon Ramsay.
The weekend also included a personal tour of the Haig distillery where Ms Phillips and Beckham packed a crate of Haig Club that was shipped to Singapore and opened at today's launch. The 12 bottles were pre-signed by Beckham.
To celebrate the Singapore launch, Ms Phillips will play host to Beckham as they personally introduce friends to the whisky and the brand that Beckham helped to create. Beckham will also unpack the crate of Haig Club which he and Ms Phillips packed in Scotland, and present some of the signed bottles to notable Singaporean personalities during the evening's launch activities.
Beckham pointed out that the whisky is especially suitable for new whisky drinkers with its "intriguing" and "versatile" taste. Ms Phillips added that it has a "subtle" taste and both said that it will also appeal whisky connoisseurs alike.
Personally, as a non-whisky drinker, the first sniff has strong oak aromas and I prefer it as a cocktail with apple soda and ginger bitters (also Beckham's favourite if he didn't have it straight up). Haig Club is also desribed to have "a fresh, clean style showcasing butterscotch-smooth tropical fruit and unexpected, spicy backing harmonies".
The contemporary appearance of the square blue bottle draws on a history of innovative bottles produced by the House of Haig. The blue glass bottle was inspired by the tradition of blenders using blue tasting glasses so the spirit can be reviewed on aroma and taste alone. Beckham cheekily admitted that he prefers the colour red.
Ms Kathy Parker, senior vice president, Haig Club, said, "Haig Club is designed to be different. Historically Single Grain Whisky has been in the shadow of Single Malts and Blended Scotch, but Haig Club represents a new direction in Scotch Whisky, which brings Single Grain Scotch to the forefront."