David Beckham reproached for becoming face of 'Haig Club' whisky
Former England national soccer team captain David Beckham speaks as he is interviewed by The Associated Press at a studio in Hampstead, north London, on Wednesday, Oct. 30, 2013. (AP Photo/Matt Dunham)
Published Friday, April 11, 2014 7:36AM EDT
Last Updated Friday, April 11, 2014 8:12AM EDT
Retired soccer star David Beckham has been reproached by a charity for becoming the new face of a Scottish whisky.
Shortly after spirits and drinks company Diageo announced this week that they’d tapped Beckham to front their new Haig Club whisky, British charity Alcohol Concern released a statement expressing their ‘disappointment’ with his decision to promote the consumption of alcohol.
“Given David 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,” the statement reads.
Alcohol Concern is a charity that works to reduce alcohol abuse.
Beckham will work with British entrepreneur Simon Fuller in promoting the brand.
For his part, 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.”
The Haig Club is described as having a clean style, with notes of butterscotch and toffee.
The new brand will be launched later this year.
Meanwhile, Beckham -- who peddles a string of product brands from Adidas, Burger King, H&M, Pepsi and Samsung -- isn’t the only athlete to shill for alcohol.
Bacardi also struck a lucrative endorsement deal when the rum brand tapped tennis champion Rafael Nadal.