Booze It Like Beckham? Soccer Star Launches Premium Whisky

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one glass of whisky

How do you like your whisky? Neat? On the rocks? Do you prefer to bend it like Beckham?

Wait … what?

Yes, soccer star and global symbol of hotness David Beckham is now trying to do for premium liquor what he has done for men’s underwear: make it sexy for a desirable demographic (or perhaps make it desirable for a sexy demographic).

Beckham (hardly the first celebrity to link his name to a liquor brand) joined forces with British liquor giant Diageo and American Idol creator Simon Fuller (the man also responsible for bringing Beckham’s wife, Victoria, to fame via the Spice Girls) last week to launch Haig Club whisky at an event in Edinburgh, Scotland. The single-grain spirit is produced by Diageo-owned Scotch distillers House of Haig, Scotland’s oldest grain distillery, which traces its roots back to the 17th century.

Haig Club incorporates whisky from three cask types, a process that, according to Diageo, creates “a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste” aimed at pleasing whisky lovers and newbies alike.

The 40 percent ABV liquor — now available in the U.K. and rolling out in a few weeks to other countries, including the United States — is being hailed as a “a hugely versatile spirit,” but its most distinctive feature may actually be not what’s in the bottle but the bottle itself. Made of bright blue glass and looking like nothing so much as a big flask of men’s cologne, the bottle is actually supposed to be a nod to “the tradition of blenders using blue tasting glasses so the spirit can be reviewed on aroma and taste alone,” according to a press release.

Still, if you were to dab a little Haig Club behind each ear, you might prove attractive to a certain type of person. Especially if you … uh … happen to look like David Beckham.

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