Celebrity spirits and no end – but there are some fine wines

Jay-Z has a brandy. Ryan Reynolds a gin. Snoop Dogg a glass of wine. Auk can be sold with famous faces – a wisdom that has apparently been around for years.

But lately, it seems like every last celeb has their own drink. And their success proves them right.

Well… sometimes more, sometimes less.

It always works best when the prominent person actually has a real connection to the product. Or at least a genuine interest. Then the product is good. George Clooney, for example, who wanted his own “house bottle” of his favorite tequila for his Mexican estate. To a certain extent, the consumer gets a glimpse into his private life.

If that personal connection is missing, it comes across as cynical marketing calculations. Bee villa onethe tequila used by pop star Nick Jonas and fashion designer John Varvatos, the only verifiable reason for launching their brand is actually “we thought it would be cool to have a tequila brand”.

Sure – any commercial spirits brand ultimately exists to make money. But in general, a deeper story about the spirit or the distillery means that the product has been made with thought and care.

If there is no understandable connection between the advertising medium and the product, this can actively deter the end consumer. Because then the obvious assumption is that we are dealing with fraudulent labelling. It’s easy for a distiller or distributor to take the opportunity to repackage their substandard distillate and make a tidy profit. We consumers then pay too high prices for mediocre schnapps. Conor McGregor Proper No. 12 Irish Whiskey is often quoted as an example: Certainly not the worst whiskey there is. But for less money you can get better.

Ergo: With the surcharge you pay the celebrity. And the marketing. But not the distillers. Do we want to give even more money to really rich celebs?

The answer is yes, but only if they offer us something nice.

from Clooney Casamigos Tequila is great. Matthew McConaughey Wild turkey long branch Bourbon too. James Gin is as vibrant and exciting as James May himself. And that of Nick Offerman himself Lagavulin Edition is great too. What all these products have in common is that the namesake was actively involved in creating the flavor profile. Offerman himself was involved in the selection of the barrels used for the blend. As such, the product is a true expression of his tastes and preferences (preferences that seem to consist of “sitting in a leather chair in front of a fireplace for 45 minutes and drinking Scotch,” as the neatly skewed marketing campaign revealed).

For everyone else: with your branding you sell the customer a product … exactly once. Then he or she buys the cheaper, better one.

Mix it like Beckham: The football icon is an advertising medium for Haig Club Clubman Scotch with a single grain.

kate hudson: King Saint Vodka

Ryan Reynolds: Aviation gin…

… which, among other things, led to a funny argument with James May LED:

Pink Marmalade Gin offers one Sophie Ellis Bextor-Special edition op. With the guide «Drink while dancing!»

Dwayne “The Rock” Johnson: Tereman Tequila

And the Strongest Man Alive (and “GoT” Star) Hafor Julius Björnsson promotes Icelandic mountain vodka. The advertising claim: “Can you move the mountain?”

from Bob Dylan is called whiskey Heavenly Door. Logically.

Jon Bon Jovi and his son Jesse have named a rosé wine Hampton Waters.

Drake: Virginia black whiskey

and Metallica launched the brand Blackened whiskey. Yes, Metallica, whose lead singer James Hetfield struggled with alcoholism and depression for years.

But hey, the Celtic punk band The Pogues around cult singer Shane MacGowan has his own Irish whisky. Because of course they have.

And there is still GWARthe Catoctin Creek Ragnarok Rye offers.