Kendall Jenner, George Clooney, Beyoncé… When celebrities dive into the wine and spirits business, their ventures are usually successful. From tequila to whisky to white wine, here’s a selection of international star-driven brands that have managed to win over consumers.
The global alcoholic beverage market is undergoing major changes. In 2024, its volume decreased by 1%, but its value rose by 1%. Over the long term, however, the sector is expected to grow steadily: +16 billion dollars in five years and +34 billion in ten years, according to the International Wine and Spirits Research. Still prosperous—despite the rise of the “No-Lo” trend driven by younger generations—the wine and spirits segment appears to have a promising future, encouraging celebrities to invest in the bottle.
Tequila Loved by the Stars
Kendall Jenner and 818 Tequila
With 285 million followers on Instagram, Kendall Jenner was able to rely on her loyal community – along with her star-studded circle of friends and family – to promote her spirits brand. Born in 2021, 818 Tequila (a reference to the area code of Calabasas, California, where she grew up) comes in several versions: Blanco, Reposado, Añejo. Distributed internationally, the brand is produced in Mexico from blue Weber agave and positioned in the premium segment. The year after its launch, sales reportedly reached 25 million dollars according to Forbes, and have since grown at a double-digit rate.
George Clooney and Casamigos Tequila
A few years earlier, George Clooney had already entered the tequila world. The actor co-founded Casamigos Tequila with Rande Gerber and Mike Meldman. Launched in 2013, the brand is produced from blue Weber agave in the Highlands of Jalisco, Mexico. Its name, Casamigos, means “house of friends.” Positioned as ultra-premium, it is available in Blanco, Reposado, and Añejo. In 2017, beverage giant Diageo acquired the brand for 1 billion dollars.
Dwayne Johnson and Teremana Tequila
Dwayne Johnson – “The Rock” – launched Teremana Tequila in 2020 in partnership with Mexican producers. Made from 100% blue Weber agave and available in Blanco, Reposado, and Añejo, the brand surpassed one million 9-liter cases sold in 12 months in the United States in 2023. The name Teremana blends terra (earth) and mana (spiritual energy) with strong symbolic meaning.
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Featured photo : SirDavis
