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.