Every Celebrity Has an Alcohol Brand—but What Spells Success?

The ownership trend offers more power to personalities and greater opportunities for authentic storytelling

Post Malone and a bottle of Maison No. 9 rosé
Post Malone’s Maison No. 9 rosé launched last year. Maison No. 9

George Clooney co-founded Casamigos tequila in 2013. Four years later, the trio of founders cashed in on its success in a big way by selling the company to alcohol conglomerate Diageo for $1 billion.

This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.
@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.