CANNES, France – David Beckham, partner with Diageo in its new HAIG CLUB whisky, raised a toast to global travelers when he flew into Cannes today for TFWA World Exhibition & Conference 2014, the world’s largest annual duty free trade show.

Beckham’s surprise visit to the show was part of a world tour during which he is promoting HAIG CLUB, the distinctive and sophisticated new Single Grain Scotch Whisky developed in partnership with Diageo and British entrepreneurSimon Fuller. In September he dropped into Changi Airport in Singapore to showcase HAIG CLUB cocktails, delighting travelers at the airport.

Today’s visit follows the launch of the first TV advertisement for HAIG CLUB, directed by Guy Ritchie, which aired on UK television earlier this month.

Doug Bagley, Managing Director of Diageo Global Travel, said: “Having David with us today underlines his commitment to welcoming in a new era for Scotch Whisky. Our aim is to bring travelers new and exciting spirits and HAIG CLUB is undoubtedly one of the most innovative developments in Scotch for years. It represents a dynamic and iconic partnership and we believe it will have global appeal.”

HAIG CLUB is a new innovation from the House of Haig, Scotland’s oldest grain whisky dynasty. It is crafted using a unique process that combines grain whisky from three cask types. This creates a fresh, clean style that showcases butterscotch and toffee for an ultra-smooth taste that the company believes will be enjoyed by whisky experts as well as those who have never tried Scotch Whisky.

David Beckham shares Diageo’s belief in quality over quantity and is taking the lead in the promotion of responsible drinking.