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The David Beckham Scotch Test: Can Celebrity Actually Sell Whiskey?

David Beckham
David BeckhamPhotograph by Aaron Davidson/Getty Images

With a liquor cabinet full of famous brands, Diageo has hired retired soccer star David Beckham to peddle a new Scotch.

Diageo has been on a bit of a celebrity bender. In 2007 it forged a marketing and profit-sharing deal with rapper Sean “Diddy” Combs for its Cîroc vodka. And earlier this year it joined Combs in buying DeLeon, a high-end tequila house. Now, Beckham is on board to launch Haig Club whisky and “play a fundamental role in developing the brand, its strategy and positioning,” the company said in a statement.