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

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

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.

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This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.