3 days ago
Ex-British Prime Minister appears in promo vid for whiskey owned by infamous bare-knuckle boxer
Dougie Joyce was previously jailed for causing grievous bodily harm after assaulting a 78-year-old man inside a pub on Thomas Street, Manchester
Former Prime Minister Liz Truss has defended her appearance in a bizarre promotional video for a convicted bare-knuckle fighter's Irish whiskey brand.
In clips posted to Instagram, the UK's shortest-ever serving leader can be seen at a launch party waving a bottle of Dougie Joyce's Irish Whiskey while swapping his 'Dougie Joyce loves ya' phrase for 'Liz Truss loves you'.
Joyce who met Ms Truss during an event at Scunthorpe FC just months after he was freed from jail, thanked her for her 'tremendous support'.
'Having her there truly meant a lot and added a distinguished touch to the occasion,' he declared.
"I am grateful for her support and the insights she shared, which will undoubtedly inspire us all as we look to 2026 and beyond."
Former Prime Minister Liz Truss with Dougie Joyce
News in 90 Seconds - 3rd June 2025
Ms Truss stood by her decision to appear in the promotional video after it prompted a backlash as it emerged how Joyce had been sentenced to 19 months in jail for his attack on an OAP.
A spokesperson for Ms Truss said she had 'attended the event to support the people working to regenerate the town and Scunthorpe FC', and had done so for free.
Later posting on x, Truss said: "The @TheSun is trashing my attendance at the Scunthorpe United FC Stadium Weekender - an event I attended to support the town and the football club.
"The journalist said: 'It doesn't make a huge amount of sense that she would go to Scunthorpe for free'.
"They couldn't believe I would go there without being paid."
Joyce, 36, was previously jailed for causing grievous bodily harm after assaulting an old age pensioner inside a pub on Thomas Street, Manchester.
Police described him as "an aggressive and violent man who intended to intimidate and inflict pain on a vulnerable 78 year old man by carrying out this horrendous assault".
However, he has since claimed to have turned over a new leaf as he devotes himself to charity following his release from prison.
The father-of-three, who once boasted he was 'the next Tyson Fury', was jailed for a second time in May 2024 after finding himself involved in a violent brawl with a rival family at a wake, according to MailOnline.
He and his brother Tom, then 27, were convicted after chaos erupted in the Vine pub in Collyhurst, Manchester as members of the Joyce and Doherty family clashed in the latest episode of a long-running feud.
Dougie Joyce
Two members of the Doherty family were taken to hospital with 'significant injuries'.
Dougie was handed a 13-month jail term, while Tom was sentenced to 22 months in prison.
The boxer, who turned down a role on reality TV show My Big Fat Gypsy Wedding, was already serving a 19-month sentence for causing grievous bodily harm to the 78-year-old man he attacked in a pub.
He previously told the Manchester Evening News (MEN) of his aspiration to change the perception of bare knuckle boxing as 'people have made it sound barbaric'
"But it is really not that bad,' he insisted. 'You have got your medics, you've got your referees, everything is all done professionally. I am proud to say every show I have had, there has been not one problem, no kick off, no violence.
"Everybody who comes has a good night and what we are doing is making it kid friendly too, 16 upwards, allowing them to come down and enjoy the show. We want to encourage families to come down and enjoy a great evening."
According to MEN, Joyce has launched a number of businesses in addition to his whisky and boxing promoters, including bespoke furniture and activewear companies.
