Turning to alcohol as a rather lucrative side gig between blockbuster hits is a side hustle becoming increasingly popular amongst Hollywood’s elite. Travis Tober from Aviation Gin – the spirit of Ryan Reynolds – lists his 10 most iconic celebrity owned alcohol brands.
When it comes to the big names of Hollywood, endorsements and commercials are one thing, but the fact so many are starting up their own wine and spirit companies is a testament to the demand for premium alcohol, as well as reflecting new and interesting ways in which consumers want to connect with their favourite celebs.
What’s in it for them? An investment, of course, but also the opportunity to ride trends, build their audience, and remain relevant. Consumers are prepared to pay for premium alcohol brands, especially when they see notable faces not only drinking the alcohol but playing an active role in its production, from the base notes through to the label design.
At Aviation, over the past four years as the director of education behind the brand, I’ve seen the synergy between Ryan Reynolds and a strong American gin truly take flight (mind the pun). Ever since he bought into Aviation and injected such inimitable character to the brand’s marketing, we have witnessed it rise to one of the fastest growing brands in its category across the US. Ryan approached us as a genuine advocate and believes in the beautiful spirit we serve up internationally.
Personally, having been with the brand since 2012 and watching it grow from a tiny “bartender’s handshake” type gin to what is now a globally recognised spirit, has been an amazing experience.
Once Ryan was on board and creating thoughtful, funny content the conversation went from, “have you heard of Aviation Gin” to “I know you’ve heard of Aviation Gin, but this is why it’s the most mixable, cocktail friendly gin in the world!”. To say the least, my job has gotten easier in the last few years, that’s for sure.
Now a needle in the growing haystack, I think it best to share my take on some of the other most iconic celeb alcohol brands you can add to your home bar cart today.
1. Aviation Gin
When actor Ryan Reynolds first bought into boutique gin distiller Aviation in 2018, he called it, “the best damn gin on the planet”. As part-owner, creative director, and face of the gin Reynolds has worked tirelessly to grow the label’s credentials and reputation. And it worked, in 2020, Aviation was valued at a cool $610 million. The spirit itself is a contemporary style gin with less-focus on juniper flavour and more emphasis on a clean finish.
2. 818 Tequila
Leaning into the entrepreneurial nature that runs throughout her family, Kendall Jenner ventured into the business world via the launch of her own alcohol brand 818. Working closely with family-owned farms in Jalisco, Mexico, to create a smooth, tasty tequila, the spirit pays homage to her home in San Fernando Valley which sits in the area code (you guessed it) 818.
3. Casamigos Tequila
Originally Casamigos was only for friends and family, but eventually the founding duo George Clooney and Rande Gerber decided to share it with the world. Now one of the most highly regarded tequila labels worldwide, Casamigos regularly cleans up in awards, winning numerous gold medals at spirits competitions.
4. King St. Vodka
Through the desire to create a spirit suited for every joyous occasion, Kate Hudson founded King St. Vodka, establishing it as the first female-led craft spirit company as well. Gluten free, non-GMO, distilled seven times, and crafted with alkaline water, Kate says the vodka was inspired by her memories of hosting and living in King Street, NYC.
5. Avaline Wine
Self-proclaimed discerning drinkers and friends Cameron Diaz and Katherine Power created Avaline, a range of clean wines that are full of natural goodness and free from dozens of unwanted and undisclosed extras. Avaline is one of the purist wines created, with each bottle made from 100 per cent organically farmed grapes and minimal intervention throughout the production line.
6. Wild Turkey
Matthew McConaughey’s relationship with Wild Turkey began after a visit to the famous Kentucky distillery where he met legendary father and son distilling team Jimmy and Eddie Russell, later joining the company as creative director in 2016. McConaughey was determined to be more than a celebrity spokesman and approached the team about developing a bourbon together. Two years later, Longbranch Kentucky Straight bourbon was born.
7. Miraval Côtes De Provence Rosé
Even though they’ve split, Brad Pitt and Angelina Jolie remain co-owners of French winery Château Miraval, which they purchased as a couple back in 2011. They are the second round of celebs to be associated with Miraval. It once belonged to French jazz musician Jacques Loussier and was home to the recording studio where Pink Floyd recorded its 1979 album The Wall. The winery’s flagship rosé is considered to be one of the best in the world.
8. Invivo x SJP
Combining New York sass with some of the world’s best wine regions in New Zealand, in 2019, Sarah Jessica Parker collaborated with Invivo to release her very own sauvignon blanc and later, rosé. Matching her trademark Carrie Bradshaw glamour, these wines were created and tested (down to the label design) by Sarah herself.
9. Cîroc Vodka
Sean Combs (also known as Puff Daddy, P. Diddy or Diddy) is largely responsible for the success of Cîroc vodka. After launching in 2003, Diddy signed with the brand and its profits grew enormously helping make it one of the most recognisable spirits today. He’s not just “the face of” Cîroc, he continued to work with the brand creating additional flavours: coconut, peach, pineapple, mango.
10. Villa One Tequila
Villa One is an ultra-premium, hand-crafted tequila founded by Nick Jonas and John Varvatos. These creatives from the worlds of music and fashion, came together to produce a distinct, rounded tequila. Unlike other tequilas, Villa One sources 100 per cent blue weber agave from the Highland and Lowland regions of Jalisco, Mexico, combining earthy flavours with sweeter notes due to the differing climates.
“Consumers are prepared to pay for premium alcohol brands, especially when they see notable faces not only drinking the alcohol but playing an active role in its production, from the base notes through to the label design.”
This article first appeared in the April 2022 edition of Food & Drink Business.
