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Diageo, Beckham launch VIP pop-up bar for Haig Club

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Diageo has turned a London landmark into a private club for its David Beckham-backed Haig Club Scotch whisky.

Beckham welcomed guests last night

Beckham welcomed guests last night

Haig Club London, a week-long residency at the Wellington Arch, will serve cocktails featuring Haig Club and a menu paired with the Scotch. Entrance is by invitation-only and will include people that Beckham met while launching Haig Club in Asia, a spokesperson told just-drinks.

Beckham and business partner Simon Fuller hosted guests at the Hyde Park Corner venue last night. The Wellington Arch, which features a bar, a restaurant and a snug, will be illuminated in blue for the duration of the residency.

Haig Club, a 40% abv single grain Scotch, was given a full launch by Diageo in the UK last October and has since been rolled out to other global markets. The length and financial details of the deal among Diageo, Beckham and Fuller have not been disclosed, but Fuller has described the collaboration as a "long-term commitment".


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