London-based Diageo plc announced the upcoming global launch of Haig Club Single Grain Scotch Whisky in partnership with professional soccer player David Beckham and British entrepreneur Simon Fuller, who is the founder of XIX Entertainment and creator of the entertainment TV show “American Idol.” Fuller also is known for his work in discovering and guiding music artists, such as The Spice Girls, which featured Beckham’s wife, Victoria. Working alongside Diageo, David Beckham and Fuller will play a fundamental role in developing the brand, its strategy and positioning, the company says. Beckham also will lead the promotion of a responsible drinking program for Haig Club.

“Whisky is experiencing a continued global renaissance, and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves,” said David Gates, Diageo’s global head of premium core spirits, in a statement. “Diageo has a proven track record in Scotch whisky innovation, and we have applied this expertise through the House of Haig in liquid development and craftsmanship, creating a sophisticated new whisky in Haig Club.

“David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work,” he continued. “We are immensely proud to partner with them on our first large-scale grain whisky innovation.”

Haig Club is a new innovation from the House of Haig, Scotland’s oldest grain whisky dynasty and makers of Haig Blended Scotch Whisky and Dimple Scotch Whisky. Built on 400 years of distilling history, the House of Haig can trace its whisky-producing roots back to the 17th century. Haig Club has been crafted using a unique process that combines grain whisky from three cask types. This creates a fresh, clean style that showcases butterscotch and toffee notes for a smooth taste that the company believes will be enjoyed not only by current whisky drinkers but also by those who have always wanted to try whisky, it says.

“We see this launch as a terrific accelerator for the whole sector and one that really strengthens whisky’s position as the most vibrant spirits category,” said Syl Saller, Diageo’s chief marketing officer, in a statement. “Consumers are constantly searching for new and different tastes and experiences, and they are especially excited by those that come from authentic, heritage brands. And Haig Club certainly ticks those boxes.”

Beckham said in a statement: "The House of Haig has a rich history, and I’m proud to be working at the heart of a home-grown brand, which has built an incredible heritage over 400 years. Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”

Fuller added: “This is a long-term commitment. It is important to us that we create something unique and of great quality. With Haig Club we have an opportunity to push boundaries and help shape how Scotch will be perceived in the future; it’s an exciting proposition. We could not wish for a better partner than Diageo.”

Haig Club will make its debut later this year. Details regarding pricing and availability will be announced closer to the launch.