UK: Whyte & Mackay, darts legend launch whisky aftershave

Scotch whisky distiller Whyte & Mackay is to team up with darts champion Phil "the power" Taylor to produce a range of whisky-infused aftershaves.

Taylor, who is also nicknamed the 'king of darts' and plays in the Whyte & Mackay Premier League Darts tournament, approached the distiller with the idea after watching the success of friend David Beckham in the fragrance market.

The Taylor, Whyte & Mackay range has been named "Undeniable Power", in hommage to Taylor's prowess in the darts arena, and will be launched today (1 April).

"Premier League Darts sponsors Whyte & Mackay were only too happy to get involved to ensure we came up with a whisky-infused fragrance that could appeal to both men and women," said Taylor, who has also hooked up with Miss British Isles 'stunna' Nicola Moriarty to launch the fragrance.

Whyte and Mackay marketing director Nick Gaskin said: "When Phil said he wanted to find a way to take 'The Power' and bottle it for others, we were keen to work with him. Not everyone could create something which not only contains The Power, but lets others feel like Phil."

Commenting on the prospect of taking on David Beckham in the fragrance market, Taylor said: "I think he wants to do more in this area, but his diary in April is full, so I thought the 1st of April would be a good time for me to launch 'W&M Undeniable Power."