Bosses of an alcohol awareness charity have blasted sports icon David Beckham for launching a new brand of whisky.

The former soccer ace has teamed up with his manager Simon Fuller and drinks company Diageo to launch a new Scotch whisky named Haig Club.

Beckham will develop the brand and promote responsible drinking for the spirit, but bosses of British charity Alcohol Concern are disappointed with the move, accusing the star of sending mixed messages to children about a healthy lifestyle.

Emily Robinson, chief executive of the charity, says, "It's incredibly disappointing that David Beckham, a global icon who has wide appeal to children, has chosen to use his sports star image to promote spirits.

"Given David Beckham's other roles promoting sport and a healthy lifestyle to children, we believe this will send a confusing message to them about the dangers of alcohol and its impact on a healthy lifestyle and we call on the star to rethink his association with this product."