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Celebrities Cash In on the Luxury Spirits Trend
Celebrities Elevating Premium Liquor Brands
As more drinkers seek out luxury spirits, a growing number of celebrities are using their star power, and cash, to elevate premium liquor brands. Volume sales of spirits brands at the top end of the market increased 4% last year, with tequila seeing a spike of 21% in sales. Celebrities from various industries, such as movie stars, athletes, models, and musicians, are aligning themselves with top spirits, forging lucrative partnerships within the industry and even hitting the road to promote their products. The trend has been especially prominent in the tequila space, with celebrities like Mark Wahlberg and George Clooney making a significant impact.
Mark Wahlberg's Flecha Azul Tequila
Actor Mark Wahlberg is making waves in the tequila industry with his brand, Flecha Azul Tequila. Wahlberg's involvement in the brand has opened doors and generated excitement among consumers. Since Wahlberg joined the team, sales have soared, and the brand is now planning a promotional tour across the US and Canada. Wahlberg's network and star power have played a significant role in the brand's success, demonstrating the influence that celebrities can have in the spirits industry.
Celebrity-Owned Tequila Brands
George Clooney's Casamigos Tequila serves as a prime example of a successful celebrity-owned brand. Clooney started the brand in 2013 and sold it to Diageo for $1 billion in 2017. Casamigos now holds a significant market share and is the top-selling tequila brand on the e-commerce platform Drizly. Other celebrities like Dwayne "The Rock" Johnson and Kendall Jenner have also made their mark in the tequila space with their brands, Teremana Tequila and 818 Tequila, respectively. Consumers seem to appreciate celebrity-owned brands that bring a quality product to market while leveraging their star power effectively.
Celebrity Success in Other Spirits Categories
It's not just tequila that celebrities are finding success in. Ryan Reynolds' Aviation Gin is the third best-selling gin brand this year and holds a 9% share of the gin category on Drizly. Jay-Z's D'USSÉ is the second best-selling brand of cognac on the platform, with a 14% share of the cognac space. These examples illustrate the ability of celebrities to make an impact in various spirits categories, not just tequila.
The Challenges of Celebrity-Owned Brands
While many celebrity-owned brands have flourished in recent years, there have been cases where brands have faced challenges. Rapper and music producer Sean "Diddy" Combs recently sued spirits maker Diageo, alleging racial discrimination and claiming that the company favored other celebrity-owned brands over his own. Diageo ended their partnership with Combs, highlighting the risks and challenges that can come with celebrity-owned brands. Despite these challenges, the success stories of celebrity-owned spirits brands continue to inspire others to enter the industry and capitalize on the luxury spirits trend.