In recent years, celebrity-associated brands have driven some of the most high-profile acquisitions in the alcohol beverage space, which has naturally resulted in a boom of celebrity endorses products. “Looking across the spectrum of drinks, it’s clear that categories with a strong lifestyle connection are ripe for celebrity involvement,” said Brandy Rand, IWSR’s COO for the Americas.
Tequila, for example, has seen an abundance of celebrity affiliations led by George Clooney’s involvement with Casamigos Tequila. While a celebrity-endorsed product making it as big as George Clooney is rare, celebrity partnerships have helped the tequila category grow 42.2% between 2014 and 2019, according to IWSR.
Source: IWSR, July 2020