George Clooney and his partners, Rand Gerber and Mike Meldman, sold their tequila brand, Casamigos, to international liquor powerhouse Diageo in 2017—in a deal worth one billion dollars. Although Carlos Santana and Justin Timberlake had already sold their brands, the magnitude of the Clooney deal set a new bar for establishing and selling a tequila brand within a few years.
That got the attention of many other celebs. Money is a big motivator, but there must be other reasons why famous people get the notion they’d like to own tequila brands. So, what’s the deal with celebrity tequilas?
Authenticity
Consumers value authenticity in brands. That could mean any number of things, from purity of ingredients to traditions in manufacturing. Tequila has both. Making tequila incorporates hundreds of years of Mexican distillery history, including time-honored methods of harvesting, cooking, crushing, and fermenting the hearts of the blue agave plant.
When celebs can tell stories of personal connection to tequila, consumers gain confidence in the authenticity of the brand. Actors and musicians are good at evoking emotions, as are successful brands. Putting the two together gives the consumer confidence.
California
Most celebrities, by choice or necessity, have some connection to Southern California. The state in turn has strong connections to Mexican culture and cuisine. Proximity doesn’t hurt, either—many celebs vacation or own second homes in Mexico.
Another possible explanation for tequila’s popularity with celebrities is its allegedly healthier profile. It’s hard for anyone who has woken up after a night of tequila shots to think of the spirit as “healthy,” but improvements in manufacturing and quality have shifted tequila from the shots and margaritas category to that of fine spirits, meant to be savored.
Tequila also has fewer calories than other spirits and no added sugar, and it’s low carb. Watching a celebrity waistline comes with the territory. Sipped responsibly, quality tequila purportedly does less damage than other spirits.
It’s Cool and Trendy
“If Dwayne ‘The Rock’ Johnson has a brand, shouldn’t I have one, too?” Celebrities such as Nick Jonas, bands such as the Chainsmokers and AC/DC, rappers such as E-40, and superstar athletes such as Michael Jordan have all gotten into the act. Rapper P. Diddy owns a 50% share of the DeLeon tequila brand. The Backstreet Boys are looking for a tequila partnership. Perhaps because the celebrity tequila lane is getting crowded, other celebs have veered into related spirits such as mezcal.
Trends pass, so something else that gets celebrity attention will likely come along. Quality spirits that are well-made with traditional methods, however, will last, whether labeled with a celebrity name or not.
FAQ
Why do celebrities have their own tequila brand?
When celebs can tell stories of personal connection to tequila, consumers gain confidence in the authenticity of the brand. Actors and musicians are good at evoking emotions, as are successful brands. Putting the two together gives the consumer confidence.
Additional Resources:
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