With security tight at a hotel off Cannes famous Le Croisette, the former England football captain was ushered into a small penthouse room to meet the travel retail press.
He explained why he and former Spice Girls founder, Simon Fuller, had got involved with creating a new, modern scotch whisky brand.
He recalled that is grandfather used to drink Haig Dimple at Christmas and as a smoker he used a Haig ashtray.
Asked why he had not endorsed a more premium brand or expression, Beckham said: “It is a great liquid at an affordable price.” He quipped: “It is like my underwear collection. I have a great relationship with H&M.”
Diageo GTME Doug Bagley said: “This is a great opportunity to redefine whisky.”
Beckham stressed that he had been involved with the development of Haig Club from the outset. He did not profess to be any sort of whisky expert but he and Fuller had been involved at every stage of the development.
Asked about any other whisky brands he enjoyed, Beckham who has been retired from football for two years, replied: “I’ve always liked (Johnnie Walker) Blue Label.”
He said on a recent flight back from Los Angeles he had actually bought a bottle of Haig Club because he was so pleased with the end product.
Beckham is about to embark on an tour of 12-13 Asian cities promoting Haig Club. He said he was particularly excited about visiting Vietnam.