Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
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.
Clooney’s success has inspired scores of celebrities to follow him into the alcohol industry. Months after Casamigos sold, actor Ryan Reynolds bought Aviation Gin, which Diageo acquired in a deal worth up to $610 million. Rapper Travis Scott partnered with Anheuser-Busch from the get-go on the new agave-based hard seltzer, Cacti, which boosted the beer maker’s overall market share in the category by more than three percentage points in its first week.