The alcohol category has long been a target of opportunity for celebrities looking for a spokesperson role, but some major successes and payouts of late have driven a number of famous personalities to seek investment and greater involvement in the category.
Sean “Diddy” Combs sparked the movement with Ciroc vodka and DeLeon Tequila, followed by George Clooney and Casamigos Tequila, and more recently Ryan Reynolds in Aviation gin. Casamigos made headlines in 2017 when it was bought by Diageo in a deal worth up to $1 billion and Aviation was also acquired by Diageo last year for up to $610 million.
These substantial paydays only spurred more celebrities to pursue the category. Some of the big names to launch products in 2020 included Dwayne Johnson, Cameron Diaz, Luke Bryan, Post Malone and even athletes like Derek Jeter. The most popular categories were wine, Tequila, whiskey and seltzer.
Dwayne Johnson’s Teremana Tequila was particularly popular in its first year, selling an estimated 300,000 cases in 2020, according to the company. Cameron Diaz’s wine Avaline sold 120,000 bottles in its first three months and Post Malone’s rose Maison No. 9 sold 50,000 bottles in its first two days and crashed the Vivino app the morning it went on sale.
“Looking across the spectrum of drinks, it’s clear that categories with a strong lifestyle connection are ripe for celebrity involvement,” said Brandy Rand, COO for the Americas at IWSR. “Consumers can tell if someone is being paid to promote a product versus really excited about sharing something they’ve had a hand in producing or genuinely love drinking.”
Below is a list of notable celebrity entrances to the alcohol industry in 2020.
Peyton Manning, Eli Manning, Andy Roddick, Drew Holcomb, and Jim Nantz—Sweetens Cove
Cameron Diaz—Avaline Wine
Derek Jeter—Bespoken Spirits
Lebron James and Diego Osorio—Lobos 1707
Snoop Dogg—19 Crimes Cali Red
Post Malone—Maison no. 9 Rose
Luke Bryant—Two Lane Lager
Cara Delevingne—Della Vite
Sam Huegan—The Sassenach
Idris Elba—Porte Noire
Kiss—Black Diamond Rum
Pierce Brosnan—Don Ramon
Kygo and Rickie Fowler—Long Drink
Justin Hartley—Revel Avila
Kylie Minogue—Vin De France Rose