Liz Truss recently promoted a new Irish whiskey from Dougie Joyce, a former bare-knuckle fighter with a controversial past. Joyce, aged 36, was jailed for 19 months in 2023 after assaulting a 78-year-old man during a pub altercation. The incident involved excessive violence, with police describing him as an "aggressive and violent man" targeting a vulnerable elderly individual. After his release, Joyce has pivoted to business, launching his whiskey brand.

Truss attended the whiskey launch event at Scunthorpe United’s stadium, where she was photographed alongside Joyce. In a promotional video shared on social media, Joyce presented Truss with a bottle, to which she responded, “Liz Truss loves you.” Despite speculation, sources close to Truss indicated that she did not receive payment for her attendance.

Joyce took to Instagram following the event, expressing gratitude for Truss’s support and discussing the plans for his brand. Critics have pointed out the implications of her association with someone with Joyce’s violent history. A close source commented that Truss “either doesn’t understand the implications or doesn’t care,” highlighting concerns over her public judgment.

This isn’t the first time Truss has faced backlash for her public engagements; she previously drew criticism for interacting with controversial figures at political events in the United States.