Drinks giant Diageo has signed David Beckham to promote its exclusive new whisky.
But the tie-up has come under fire from an alcohol charity – claiming it would send “mixed messages” to children.
The 38-year-old retired footballer has teamed up with manager Simon Fuller and the drinks company to launch Haig Club, a new single grain Scotch whisky.
As well as developing the brand, Beckham has been tasked with promoting a “responsible drinking programme” for the spirit.
But Alcohol Concern has expressed its “disappointment” that the sports star has signed up to promote the product.
The charity said that the move would send mixed messages to children.
“It’s incredibly disappointing that David Beckham, a global icon who has wide appeal to children, has chosen to use his sports star image to promote spirits,” said Emily Robinson, deputy chief executive of Alcohol Concern.
“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.”
Launching the product, David Gates, Diageo’s global head of premium core spirits, said: “David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work.
“We are immensely proud to partner with them on our first large scale grain whisky innovation.”
Mr Beckham added: “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.”
Responding to the criticism, a Diageo spokesman said: “Both we and David Beckham take our responsibility in this area very seriously.”