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

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

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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.




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