Bob Dylan has chosen to partner with a whiskey distiller in his first ever brand alliance, joining the likes of other global celebs – including George Clooney – to put their names behind premium alcohol brands.
The folk icon, who is touring Australia in August, was recently approached by Spirits Investment Partnership (SIP) to help it debut Heaven's Door, a collection of super-premium craft American Whiskeys made in collaboration with different master distillers and blenders.
SIP CEO Marc Bushala had read that Dylan had registered a trademark application for "Bootleg Whiskey" in 2015, so he connected with the artist to explore ideas.
They decided on a whiskey collection that would incorporate Dylan's artwork in the packaging, and his first and only brand partnership began.
The Heaven's Door trilogy includes a Straight Tennessee Bourbon, a Double Barrel Whiskey, and a Straight Rye Whiskey finished in "Cigar" Barrels from Vosges, France.
Other celebrities putting their face behind liquor brands include Ryan Reynolds (Aviation Gin), Drake (Virginia Black Whiskey), Connor McGregor (Notorious Irish Whiskey), Channing Tatum (Born and Bred Vodka) and Matthew McConaughey (Wild Turkey Bourbon).
Clooney's tequila trade-off
Actor George Clooney went even further and actually created the Casamigos high-end alcohol brand before it was sold to Diageo for $1.3 billion last year.
Diageo acquired Clooney's super-premium tequila brand Casamigos for $US700 million upfront, and another $US300 million over 10 years depending on the brand's performance.
George Clooney, entrepreneur Rande Gerber and property developer Mike Meldman created Casamigos, which when translated means ‘house of friends’, five years ago.
According to Diageo, Casamigos is the fastest growing super-premium tequila brand in the US, and the founders will continue to promote Casamigos and have input into its future.
Hemsworth fronts Jacob's Creek
On Aussie soil, Pernod Ricard put the voice of Aussie actor Chris Hemsworth behind its campaign for a Jacob's Creek wine range called Double Barrel earlier this year.
The commercial titled Two Barrels, One Soul is narrated by the the Australian actor, who takes viewers behind the scenes of Double Barrel's production process.
Global marketing director Derek Oliver said Hemsworth was "the perfect embodiment of the confident, inclusive Australian attitude synonymous with Jacob's Creek wines".
