When one of our favorite celebrities collaborates with a company to launch a new product the expectations are high and the campaign is undoubtedly considered a hit. This is the current trend in celebrity endorsement marketing among several major brands for a reason.
When a celebrity has a financial stake in the outcome, they are more likely to invest in your company because they will naturally want to see you succeed. This shifts the focus from having the celebrity appear to take genuine action to increase sales and bottom lines. Aside from the fashion and cosmetics industries, the alcohol industry has emerged as a significant market for celebrity endorsements. Though most celebrities prefer to work with well-known brands, some will go it alone.
Here are some of your favorite celebrities and their brand collaborations:
Ryan Reynolds & Aviation Gin
When Ryan Reynolds bought Aviation Gin in February 2018, he made the news public. With Reynolds’s assistance, Aviation has become a minor but rapidly expanding player in the global gin market. In a market dominated by vodka and tequila, he is the first A-lister to put money into juniper berry liquor. Aviation is in an entirely different league, and I couldn’t be prouder to be a part of the firm,” says Reynolds, who will “take an active role in the day-to-day operations and oversee creative development.”
To quote Ryan Reynolds, “Since that day, I’ve spent my time finding some way to infiltrate the company. I did this for one simple reason: It’s the best damn gin on the planet. Period.” Andrew T. Chrisomalis, CEO of Davos brands, said in a statement, “we couldn’t be happier that Ryan discovered Aviation. He wholeheartedly embodies the authentic spirit of Aviation.”
P Diddy & Ciroc
Diageo, a London-based producer of alcoholic beverages in the United Kingdom, launched Ciroc in 2003. P. Diddy and Diageo teamed up to promote Ciroc, an “ultra-premium” vodka, in 2007. P Diddy’s involvement ultimately led to a 131% increase in sales in the United States. He was also involved in the vodka’s branding and marketing development. Sixty thousand cases of Ciroc were sold in the first six months of 2007, before P. Diddy joined the company. About 169,000 cases were sold in the subsequent year.
Bob Dylan & Heaven’s Door Whiskey
In addition to being a folk-rock musician, author, artist, and Nobel Peace Prize recipient, he is now a partner in Heaven’s Door Whiskey. Dylan’s collection of four distinct whiskeys, each aged and finished differently, achieves his goal of telling “a story in its way.”
Each bottle features Dylan’s original metal sculptures as if the high quality of the whiskeys and bourbons inside weren’t enough. The whiskey has only been on the market for a year, but it has already won over 35 honors at international spirit festivals and is a best-seller in the Super Premium category.
Ian Somerhalder and Paul Wesley & Brother’s Bond Bourbon
There’s something in the Vampire Diaries water because now the second set of actors have joined up to launch their line of booze. Actors Ian Somerhalder and Paul Wesley, dubbed the Salvatore Brothers, have collaborated with renowned distillery MGP to produce a high-quality, socially responsible small-batch bourbon. Somerhalder and Wesley are strong advocates for combating climate change, and their work with Brother’s Bond Bourbon exemplifies this. A portion of the revenues will be donated to “healing our globe through regenerative agriculture and farming practices.”
Even if the bourbon isn’t out yet, it’s sure to be a smashing success. The liquor’s pre-orders were gone in a flash, and now there are thousands on the waiting list to get their hands on the carefully curated barrels.
Travis Scott & Cacti Agave Spiked Seltzer
The Cactus Jack identity that Travis Scott has built up over the years includes not only merchandising and a record label, but also a line of alcoholic beverages.
Recently, Scott collaborated with Anheuser-Busch to produce his brand of spiked seltzer to take on market leaders like White Claw, Truly, and Bon & Viv. The seltzer is made with the same foundational ingredients as customer favorites, but it uses agave syrup instead of sugar. The modified seltzer now has a mellower and sweeter flavor. Cacti Agave Spiked Seltzer, available in three delicious flavors and boasting an ABV of 7%, is guaranteed to be a hit this summer.
Post Malone & Maison No. 9 Rosé
Post Malone has the makings of a genuine Renaissance man. He’s not only an accomplished musician, but also a gifted singer/rapper, songwriter, and wine connoisseur.
In 2020, he launched his wine label called Maison No. 9. Posty’s rosé, which was founded in collaboration with entrepreneur James Morrissey and music manager Dre London, is the ideal beverage for the warm weather. The Nine of Swords, a tarot card associated with feelings of guilt, worry, and terror, inspired the name of his company. Fear not, though; you won’t experience any of those effects from drinking this wine. Months of testing went into perfecting the ultra-affordable wine; Post Malone and his crew sampled more than 50 wines before settling on the ideal mix.
The influence continues….
Needless to say, the market for celeb collaboration will continue as now the internet is stormed by Social media influencers. Let’s hope we get some amazing and exciting collaborations in the future that are meaningful and thoughtful too.