Their Own Walking Advertisement
One of our favorite celebrity partnerships is when a brand and celebrity partner together to create a new product line. It's the direction many brand marketers are taking their celebrity endorsement campaigns now, and there is a good reason.
When a celebrity truly partners with a brand, and has a stake in the game, you can get a lot more of their attention and involvement. It moves the needles from asking a celebrity to simply show up - to actually taking authentic actions to help drive sales and profits. One of the biggest categories beyond fashion and beauty for these types of celebrity collaborations is with alcohol. Typically celebrities will partner with an already established brand line - but some take it upon themselves to launch an entirely new product. In this blog, Hollywood Branded dives in to share a look at 10 celebrities who have their own alcohol brand lines.
George Clooney & Randee Gerber + Casamigos Tequila
George Clooney and Rande Gerber, friends for over 30 years, had properties in Mexico that were next to each other on a piece of property called Casamigos. They would have friends come over and do breakfast at one house and dinner at the other. Gerber said, “it felt like one big house.” The meals often times involved sipping tequila, but the pair decided to create one that was perfect for them.
They were looking for something that was smooth and didn’t burn while going down as well as the perfect flavor profile. One that you could drink on the rocks and drink all day without a hangover. 700 samples later, they found the perfect mixture, ordered the bottles and drank at their homes.
Bother Gerber and Clooney created a tradition where they taste every batch as they want to be the first or the second one to taste it. Gerber said, “we open the bottle, toast, and take a sip.” They decided to name it Casamigos, after the compound, which ironically means House of Friends.
This is a rare case where the celebrity led the charge - and didn't have a brand romancing them for a partnership.
Drew Barrymore + Barrymore Wines
Back in 2012 actress, Drew Barrymore, launched her label, Barrymore Wines in a partnership with Jackson Family Wines, under Carmel Road Label. Barrymore initially began wine making in Italy but, being a California native she decided to keep this project local. Carmel Road said the best place to start to make their label was in Monterey, where they were located. Barrymore said “It was a whole new journey and lesson to learn Monterey grapes and cold coastal wines. But it was a great education for me.”
She loves being in the wine business because she thinks “it’s a very luxurious, deluxe entity.” She goes on to say “It’s the highest form of pleasure in life.” Barrymore’s label currently has three different types of wine. She has a Pinot Grigio, a rose of Pinot Noir, and a red blend of Pinot noir. In California the cool-climate area is known for its reasonably priced wines, where Barrymore’s varieties exist. Her label is approachable enough for beginner wine drinkers, but also interesting to more advanced wine connoisseurs looking for everyday bottles.
Bethenny Frankel + Skinnygirl Margaritas
Bethenny Frankel is not only a reality TV personality, she is a chef, author, mom, talk-show host and entrepreneur. She wanted to create a low-calorie yummy cocktail where anyone could drink without the guilt and calories, so Skinnygirl was born. At first, she was turned down by the big liquor companies but then finally David Kanbar, a liquor industry veteran, believed in her idea and went on to become her partner. They manufactured the product, designed the details and were able to get Skinnygirl in the market in less than six months.
It grew faster than either of them had imagined and she decided to sell the company to Beam Inc., spirits powerhouse. Frankel is still extremely involved in the company and major decisions which is key for her. What started as a small idea in her kitchen grew to become an extremely well known and desired brand. Frankel told Inc. magazine “I worked hard, I did it on my own and I busted my ass the whole way. It’s been a long time coming.” Skinnygirl now is one of the most popular pre-made margarita drinks you’ll find and offers a variety of flavors to help you enjoy your drinking. According to Skinnygirl.com, “what started with the Skinnygirl Margarita has turned, quite frankly, into a cocktail revolution.” Now there is Skinnygirl Vodka with Natural Flavors, Skinnygirl Ready-to-Serve Cocktails, and Skinnygirl, The Wine Collection.
Angelina Jolie & Brad Pitt + Miraval Rose
Brad Pitt and Angelina Jolie also known as Brangelina and Hollywood’s favorite power couple, decided to buy Château Miraval in Provence for $60 million. The estate spans the Côteaux Varois-en-Provence and Côtes de Provence appellations and they even got married there in 2014.
While together they produced the award-winning Château Miraval rosé wine, working with the well-respected Perrin Family of Château Beaucastel to finance and produce the famous rose at the Jolie-Pitt Southern French estate of Château Miraval. The first Miraval vintage contained 6,000 bottles that were sold online and within five-hours they were sold out.
Despite the divorce, surprisingly things have stayed crazy busy. In 2019, they released a prestige rosé cuvée, Muse de Miraval from the vineyards best and oldest parcels. Next in line is Miraval Champagne.
Ryan Reynolds + Aviation Gin
In February of 2018, Ryan Reynolds announced he was the new owner of Aviation Gin. Aviation is small but growing brand in the gin market - especially with Reynolds help. He is the first celebrity to invest in the juniper berry liquor, as most are in the vodka and tequila world. He will “play an active role in the day-to-day business and oversee creative direction as part of his mission to introduce the world to the great taste of Aviation," according to the company. Reynolds mentions how "Aviation is in a completely different league and I couldn’t be prouder to be a part of the company."
The Deadpool star is now an active member on the board as well as the creative director for the brand. Since trying the gin for the first time, Reynolds said “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.” CEO of Davos brands. Andrew T. Chrisomalis, said in a statement, “we couldn’t be happier that Ryan discovered Aviation. He wholeheartedly embodies the authentic, original spirit of Aviation Gin. Ryan has worked tirelessly to create some of the world’s most iconic media properties and will bring that drive and creativity to sharing Aviation with the world.”
Ciroc and P Diddy
Ciroc was introduced in 2003 by Diageo, a British alcoholic beverages company based in London. In 2007, Diageo linked up with P Diddy to help push Ciroc which is an “ultra premium” vodka. P Diddy ended up helping the brand by raising revenues more than 131% in the US. He also helped develop the branding as well as the positioning of the vodka. In the first half of 2007 before P Diddy became a part of the brand, 60,000 cases of Ciroc were sold. The following year, sales grew to roughly 169,000 cases. And when the full year ended June 2009, volume spiked to 400,000 cases. Sales rose another 48% in fiscal 2010, thanks to P Diddy.
Channing Tatum + Born and Bred
On his quest to find the best vodka in the USA, Channing Tatum wound up at the award-winning Grand Teton Distillery in Driggs Idaho. The distillery was family owned and operated and Tatum was impressed with the quality of their products and their small batch distillation methods. This meeting led to the creation of a brand new vodka which became Born and Bred. The American craft vodka is made from the Idaho potatoes and glacial water from the Grand Teton Mountains.
This vodka embodies everything that you could want in the perfect vodka and that was what Tatum was searching for in his journey. According to drinkmag.com “It is a spirit made for casual company, good times, and special occasions when the time arises. The brand itself is a representation of a life of adventure, and their mascot the Jackalope, embodies the imagery, and the mythology of the American west and the quest for the unknown. Born and Bred is best paired with good times, close friends, and the exciting possibility of what could happen when you mix in a cup of mischief.”
Pitbull + Voli 305
While out, Pitbull overheard some people talking about how smooth, delicious, and low calorie this vodka that they were drinking was. He decided to try it and fell in love. He then became a celebrity ambassador of the company Voli Vodka which was originally distilled in France. In 2011 he decided to buy into the company, and in 2016 he acquired full ownership.
Now, it is made and distilled in the heart of trend-setting Miami Florida. Founder, owner and global superstar Armando Christian Perez “Pitbull” has created a vodka brand that represents his hometown and enthusiasm for enjoying life. Voli 305 Handmade Vodka is the first super-premium Vodka produced in Miami, using the very finest ingredients including locally-sourced Florida sweet corn.
Matthew McConaughey + Longbranch Bourbon
Back in 2016, Matthew McConaughey became the Creative Director for Bourbon Hall of Famer, Wild Turkey. Both McConaughey and Wild Turkey collaborated to create and launch Wild Turkey Longbranch in 2018. This was inspired by McConaughey’s Kentucky and Texas roots. This was the first time Wild Turkey released a new product with someone other than the Master Distillers Jimmy and Eddie Russel.
McConaughey has worked to reintroduce the brand to the world and this new bourbon is an organic evolution of the partnership. The name is inspired by the friends that form the longest branches of our family trees. McConaughey stated, “Longbranch, in its simplest form, is an extended hand, inviting a friend into your family. So the branch that was extended to me from the Russells was a long one, one that reached from Kentucky to Texas and back again. I offered the Mesquite from my great state to add to their legendary Kentucky whiskey and together we made Longbranch.”
Chris Harrison + Tropical Rose
Chris Harrison, also known as the dad of Bachelor Nation and one of the most beloved TV stars, went out and partnered with one of America’s top favorite alcoholic beverage brands, Seagram’s. Together they worked to create Tropical Rosé, a new flavor in the Escapes line. It is only 100 calories and according to Seagrams.com is “a light and refreshing drink made with a delicious blend of Rosé, passion fruit and dragon fruit flavors.” It is similar to seltzers but is loaded with more taste.
Harrison worked closely with the Seagram’s team to create the flavor, name and packaging. Harrison said in a statement, “Creating Tropical Rosé has been a really hands-on experience for me. From the very beginning, I traveled with the Seagram’s Escapes team to their flavor house in Chicago to pick just the right color and the perfect fruit flavors.” Lisa Texido, Seagram’s Escapes brand manager stated, “We’re thrilled to have had the opportunity to partner with Chris and to share this drink with both our fans and his.” Tropical Rosé sounds like a fun new option for Seagram’s Escapes followers.
Mila Kunis and Ashton Kutcher + Quarantine Wine
Who knew you could support such a good cause by drinking? Mila Kunis and Ashton Kutcher decided to create their own Quarantine Wine pairing up with Nocking Point Wines and Battle Creek Vineyards. They are donating all of their profits to a variety of charities helping with coronavirus relief efforts. Some include Give Directly, Direct Relief, The Frontline Responders Fund and America’s Food Fund.
The wine is a Oregon Pinot Noir retailing at 50 dollars for two bottles. There is also an interactive front label where you can write anything you want. Both Kutcher and Kunis ask us to “Crack open a bottle of this wine, enjoy a virtual happy hour with a friend or loved one, and write (or draw!) who you’re toasting to from the comfort of your own home. Snap a pic and post it using #QUARANTINEWINE, #PPE, and #SOCIALDISTANCING to spread the word about this awesome wine and fundraising cause.” They go on to say “We hope that you enjoy this wine as much as we do and we can’t thank you enough for your support!”
Celebrities Are Their Own Advertiser
This is just an intro into some of the alcoholic beverage brands that are around today! There are many celebrities gravitating toward creating their own alcohol brands. This is because it is super easy for them as they are their own marketing tool.
Take a look at these blogs about working with celebrities:
- Celebrity Partnerships With Makeup Brands
- 9 Celebrity Brand Endorsements In Home Décor
- Top 5 Celebrity Endorsements
- 12 Steps To Get Celebrities To Work With Your Brand
- 4 Celebrity Endorsement Ads Paired With Unexpected Brand Categories
To learn more on celebrity partnerships and how they can help within your own brand's marketing plans, we've created an influencer marketing school. Come check it out!