Published on October 5, 2022
Because we couldn’t resist Ryan’s face any longer.
In 2007, Danny DeVito’s Limoncello was released and did shockingly well due to the lack of limoncello on the market in the USA. Otherwise, brands relying on the popularity of celebrities was a fun novelty which did not pay off. Since then, celebrities producing and marketing spirits has been on the rise and has now become a billion-dollar worldwide phenomenon, with VIPs successfully breaking into the highly popular industry of producing premium spirits. The planet is jumping on this recent phenomenon as it becomes the latest trend in the spirit world.
Celebrities are not just becoming ambassadors or influencers for a brand, they are getting ‘hands on’ and fully investing in the production and marketing of the spirit. This is highly important in the modern day of social media as consumers have become more cynical and sceptical of celebrity endorsements; therefore, involvement in an alcohol brand requires authenticity and an honest social media presence. A clever marketing tool as a famous face is scientifically proven to resonate with the brain, meaning that consumers are more likely to choose a celebrity endorsed brand over anything else, especially as the stars are likely to attach their name and brand to a quality drink.
Aviation American Gin
Celebrity?
Ryan Renolds
Flavour Profile?
With seven beautiful botanicals, including juniper, anise seed, coriander, lavender, cardamom, Indian sarsaparilla and orange peel, this gin has a high drinkability with a spicy and oily feel, finishing with floral notes.
Fun fact?
Ryan Reynolds became the co-owner in 2018, claiming to have ‘tried every gin on the planet and Aviation is, hands down, the best’.
Crystal Head Vodka
Celebrity?
Dan Aykroyd
Flavour Profile?
A highly clean vodka, with a seven step filtration process, producing neutral aromas and a delicate citrus touch. With a hint of sweetness and vanilla, this vodka finishes with a sweet, creamy mouthfeel.
Fun fact?
Crystal Head was created by Dan Aykroyd due to the lack of additive-free vodka on the market. The bottle is based on his fascination with the legend of the thirteen crystal skulls.
Casamigos Blanco Tequila
Celebrity?
George Clooney
Flavour Profile?
This tequila is light and refreshing, with rippling notes of chopped herbs, vanilla and a subtle green agave flavour. A remarkably short finish with mint and cinnamon tones.
Fun fact?
Casamigos began as a side project for George Clooney and his neighbour, who enjoyed many of the local tequila varieties over a few months in Cabo San Lucas. The partners used a local distillery to produce the spirit.
Haig Club
Celebrity?
David Beckham
Flavour Profile?
A sweet, gentle Single Grain Scotch Whisky with vanilla, butterscotch and toffee flavours found in the American ex-bourbon casks that it is matured in. Delicious straight-up, or on the rocks.
Fun fact?
David Beckham, who was initially drawn to the unique blue bottle of Haig Whiskey, helped create the brand in 2014. Later learning that the bottle is used to conceal the colour of the drink so that the senses are focused entirely on aroma and taste.
Bumbu Rum
Celebrity?
Lil Wayne
Flavour Profile?
Caribbean-inspired rum with a highly fruity flavour, including banana, pineapple, mango, peaches and orange zest with subtle spices including sage, cinnamon, ginger and cardamom. Pleasing to sip with a hint of spearmint in the finish.
Fun fact?
Lil Wayne was one of the earliest supporters for Bumbu Rum. He starred in the first marketing campaign with the tagline ‘GOAT’ or ‘Greatest Of All Time’ in 2018.
Can you invest in spirits?
Investment in spirits is an approachable and interesting way for a savvy buyer to diversify a portfolio. Fun, but risky as tastes are constantly changing. The success depends highly on the distillery, price, hype, age and packaging. Rare releases – less than 300 bottles in the whole world – are not likely to drop in value; however, investors should be wary of bigger brands that put out ‘rare’ collections. If done too often, they are too prevalent to be collectable. Realistically, alcohol investors should be willing to wait a while – at least 10 years – to see a healthy return on investments, although there is no way to predict this as of yet. However, investing in spirits is slowly starting to challenge that of wine investments and is an interesting market to keep a close eye on.
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About the author
Chloe Lewis
Chloe looks after all copywriting and proof-reading for Drink Warehouse UK, working with the Marketing team to deliver educational content to all our customers. She has spent many years in the hospitality sector, moving from behind the bar to now helping venues to stock their own. You can find more from Chloe about beer, cider, spirits, wine, non-alcoholic, soft drinks and RTDs all over our blogs, website, social media and Set The Bar magazine.
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