Sports and Whiskey: When Two Worlds Collide

Sports and whiskey have always had a pretty solid relationship –  and there have been plenty of famous sports stars who have chosen to venture into the whiskey industry – either by creating their own brand or by collaborating with some of the established distilleries out there.

So, with that being said, here are some of the biggest-name sporting superstars who have taken a swig of the Whiskey industry.

David Beckham: Haig Club

One of the most famous examples has to be the former England captain David Beckham, who collaborated with Diageo to launch Haig Club in 2014. Formerly known for topping the English Premier League betting odds with Manchester United, would this partnership prove to be as successful?

Well, it’s fair to say the guy has a taste for all things ‘Posh’. This single grain Scotch whiskey is famous for its very distinctive blue bottle and its silky smooth flavour profile, perfect for whiskey connoisseurs, but equally as appealing to newcomers.

Let’s just say, brand Beckham definitely worked its magic – and with his massive global influence and stylish image, he has certainly played his part in Haig Club’s international success.

Jenson Button: Coachbuilt Whiskey

In 2022, former British F1 World Champion Jenson Button teamed up with whiskey expert George Koutsakis and launched Coachbuilt whiskey. The name was designed to pay homage to the ‘coachbuilding’ tradition in luxury automobiles – reflecting the meticulous craftsmanship that goes into creating the most luxurious car brands – and blending the most luxurious whiskey.

Coachbuilt whiskey is a premium blended Scotch that includes a mix of spirits from all of the five most iconic whiskey-producing regions of Scotland – Islay, Speyside, Campbeltown, Highlands, and Lowlands for a drink good enough to take the top podium spot.

Scottie Pippen: Digits Bourbon

Next, we have the NBA Hall of Famer Scottie Pippen, who entered the spirits industry with the introduction of Digits Bourbon. The name ‘Digits’ is a nod to his legendary career and his famously large hands – and the massive impact he made on the basketball court.

Crafted with just the right blend of highest-quality corn, rye, and barley, this is a whiskey that undergoes a proprietary distillation process which means anyone who drinks it can expect a super smooth but not too sweet drink. What’s more, because he’s actually involved in the whole creation process, it actually reflects his personal taste and commitment to class.

Duhan van der Merwe and Pierre Schoeman: Hirundine Whiskey

Obviously there are Scot-based sports stars in on the whiskey act – and these come in the very large shapes of rugby stars Duhan van der Merwe and Pierre Schoeman, who ventured into the business when they launched Hirundine whiskey.

The brand’s name, ‘Hirundine,’ comes from the Latin word for ‘swallow,’ which is to pay homage to the players’ journey from South Africa to Scotland. Produced by Against the Grain, this drink has been designed to reflect both their personal and professional journey – as they integrate into Scottish culture.

Chivas Regal and Manchester United

As well as just working alongside individual athletes, some whiskey brands have collaborated with whole sports teams to create something that little bit different. Chivas Regal, a hugely famous Scotch whiskey brand, signed a three-year sponsorship deal with Manchester United in August 2018.

As part of this partnership, they released a special Manchester United-themed 13-year-old blended Scotch whiskey – which was created in honour of the legendary Scottish former team manager Sir Alex Ferguson. Partly matured in ex-rye casks, this is an expression that has been created exclusively for the U.S. market – a market where Manchester United reportedly has no less than eight million fans.

Aston Martin F1 Team and Glenfiddich

Another team collaboration is with the Aston Martin F1 team – another fusion of luxury automobiles and luxury whiskey. The Aston Martin Formula One Team worked alongside Glenfiddich to create a mysterious whiskey from 1959.

This is a partnership that celebrates the class, care and craftsmanship that both of these brands have become famous for. If you’re a whiskey drinker who appreciates the finer things in life, this could take pole position in your drinks cabinet!

So, there you have it! The very best whiskey and sports collaborations out there. When these two worlds collide, the results are premier league!