Images of David Beckham clutching a tumbler of Haig Club, a new scotch, will be seen in China next month when Diageo, the world’s largest distiller, launches a new spirit in the fightback against China’s crackdown on luxury.
The former footballer is the frontman for the single grain scotch, released in Edinburgh this month, and Diageo hopes the new whisky will help reverse its fortunes in China.
For a start, the new scotch tastes less sour than other whiskys, which Diageo hopes will appeal to what it describes as the sweeter Asian palate.
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