David Beckham used the prestigious surroundings of a pop-up event venue in Shanghai to drum up Chinese interest in Scotch whisky.
The former England, Manchester United and Real Madrid football star was in China’s financial capital as part of the global marketing drive for Diageo’s Haig Club brand.
Haig Club is made at Diageo’s Cameronbridge distillery in Fife, the drink giant’s largest whisky plant in Scotland. The single grain brand was launched in China just over a year ago.
It is made using three cask types and produced in partnership with global icon Beckham and entrepreneur Simon Fuller.
Pop-up events are being held in cities around the world – chosen for their style, nightlife and culture – to promote the whisky.
The brand has a growing army of fans signed up as Haig Club members and the gathering in Shanghai followed similar promotions in London and Miami.
Beckham, who took part in photoshoots in the Highlands in 2014 as part of an advertising campaign for Haig Club, said: “It’s amazing to see our shared vision of bringing a modern and stylish new Scotch whisky to people all over the world.
“To be able to return to Shanghai since I launched Haig Club here in China a little over a year ago is incredible.”
The retired footballer, who also played for LA Galaxy, AC Milan, and Paris Saint-Germain during a glittering football career and became an iconic figure after his marriage to Spice Girl Victoria Adams, was joined by a host of other celebrities at the Shanghai event.
They included Hong Kong actress and singer/songwriter Karen Mok, Taiwanese actor Chang Chen and Chinese fashion model Sui He.
Haig Club Shanghai guests enjoyed food and drink put together by global Haig Club brand ambassador Ewan Gunn and top Chinese chef Steven Liu, while Haig Club members around the world were able to feel part of it all through an online video stream.
Scottish whisky exports to China have recently starting growing again following a government crack-down on corporate gift-giving, which severely impacted on sales.