In April of 2023, something interesting happened in Bentonville, Arkansas.
Within the span of a few days, Jennifer Lopez and Mark Walberg came to pitch meetings with Walmart. They didn’t come to discuss Hollywood projects. Rather, they came to present their ready-to-drink (RTD) alcoholic beverage brands (Delola Spritz and Flecha Azul tequila, respectively.)
Hollywood has long been associated with glitz, glamour, and indulgence. Now a new trend has emerged that aligns perfectly with the industry’s image – the proliferation of alcohol brands backed by Hollywood stars.
In this blog, we’ll explore the growing presence of these beverages in the market and the factors behind their skyrocketing popularity. To learn more, the Legacy Retail team invites you to keep reading.
Generating a buzz
From actors and musicians to directors and producers, Hollywood’s elite is venturing beyond their recording and movie studios and dipping their toes into the world of alcohol production.
It seems like every other day, a new celebrity-endorsed or celebrity-owned brand hits the shelves. Notable examples include Ryan Reynolds’ Aviation American Gin (sold for $610M to Diageo), George Clooney’s Casamigos Tequila (sold for $1B to Diageo), and Dwayne “The Rock” Johnson’s Teremana Tequila.
These A-listers not only lend their star power to these brands but actively participate in their creation, from flavor profiles to packaging design.
The success of these alcohol brands can be attributed, in large part, to their strategic marketing campaigns. Leveraging their massive social media followings, celebrities can generate buzz and create a sense of exclusivity and desirability around their products.
The personal connection between the stars and their fans helps cultivate a loyal customer base. Additionally, the entertainment industry’s red-carpet events, parties, and premieres serve as the perfect platforms for product placement and brand exposure, further enhancing the visibility of these beverages.
Celebrity endorsements aside, these brands often prioritize craftsmanship and quality. Many of them collaborate with established distilleries and wineries, leveraging their expertise to create exceptional products. This emphasis on high standards appeals to consumers seeking premium experiences.
Moreover, these brands often incorporate sustainability practices, organic ingredients, and unique production methods, aligning with the growing demand for eco-friendly and conscious consumer choices.
Celebrity brands
Here are some brands with celebrity tie-ins you might not know about:
Wild Turkey Longbranch – Kentucky Straight Bourbon Whiskey. This drink is the result of a collaboration between actor Matthew McConaughey and Wild Turkey’s 2nd generation Master Distiller, Eddie Russell.
BLACKENED – Kentucky Straight Rye Whiskey. Metallica reached out to the whiskey distilling legend, Dave Pickerell, to assist them in getting this brand off the ground for Thrash of the Titans (a benefit concert). A playlist of Metallica songs playlists blasted at the whiskey barrels during the aging process.
Código 1530 – Blanco Still Strength Estate Harvest. This brand was co-founded by country music legend George Strait.
Dos Hombres – Mezcal. Friends and Breaking Bad co-stars Brystan Cranston and Aaron Paul set out to find a perfect Mezcal brand.
Closing the tab
The Hollywood-backed alcohol brands flooding the market are a testament to the influence and allure of the entertainment industry. Through a focus on quality, strategic marketing, and the star power of celebrities, these beverages have captured the attention of consumers looking to indulge in a touch of Hollywood “magic”.
As the trend of celebrity-endorsed alcohol brands continues to grow, we can expect more famous faces to raise their glasses in this booming industry and the non-alcohol beverage space.
There are also brands in the alcoholic beverage industry that don’t have celebrity endorsement. For these brands, it is even more important to implement the right levers to ensure your brand stands out.
These retail levers help you formulate your go-to-market strategic roadmap and leverage all available assets to differentiate you in the minds of buying teams. They also determine how your product resonates with consumers.
The Legacy Retail team has wide-ranging knowledge and experience in the entertainment industry and licensing, enabling us to promote celebrity and non-celebrity brands in unprecedented ways.
You can trust our team to provide you with the robust support and expert guidance necessary to enhance your retail presence. This support includes contacts across retailer categories, creating immersive in-store experiences, and tailored promotional campaigns that leverage celebrity star power or your right-to-win brand.
Whether you own an established or up-and-coming alcoholic or non-alcoholic beverage brand, contact the Legacy Retail team today to discuss how we can assist you in leveling up your brand or bringing your beverage to market. To get in touch, click here.
