Top Five Celebrities With Tequila Brands

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Some of the most visible boutique tequila brands today are owned and created by celebrities. Have you ever wondered why? Why did they choose tequila over any other product, spirit or otherwise?

These celebrity brands are not just one-offs. There’s no mistaking that these tequilas were launched with purpose. It’s not just another celebrity lending their name to a product to boost market share – they are smart business people, but they are also passionate about tequila and have a desire to share that passion with the world. When we buy a celebrity product, this is the dream we buy into.

Tequila is Smart Business

Celebrities are brands unto themselves. They are continually leveraging their fan base to strengthen their personal branding, and a lifestyle product is one way to do so. Most celebrities surround themselves with financial experts whose only job is to maximize and grow their wealth. Diversification is critical, and they’ll generally have several side-businesses outside of their work in entertainment or sports.

The spirits market is currently booming, with luxury spirits brands expected to reach a global market share of over $1400 billion by 2027. Just one year ago, that number was about $970 billion.

Considering those numbers, it would seem that investing in a high-growth industry like tequila is a smart move, and there are plenty of recent success stories to back that up. You start with a group of people who have the means to launch the business and lead with the celebrity’s branding and community. With the right approach, success is almost inevitable.

How To Create A Lifestyle Drink

When it comes to creating a premium spirit that sells, it might surprise you to find out that it’s far less about the flavors or ingredients than you may think. In order to build a profitable beverage brand, it’s crucial that the product is marketed as a lifestyle drink.

Top Celebrity Tequila Brands

Here are a few notable celebrities who have invested in tequila:

Sammy Hagar, Cabo Wabo.

One of the earliest and most visible celebrity tequilas, Hagar launched the brand in the late 1990s, primarily to serve in his cantina in Cabo San Lucas. After it was picked up by a distributor in California, the brand grew in popularity very quickly and became the second-best-selling tequila in the United States. Hagar sold the brand to Gruppo Campari in 2007 for $80 million.

George Clooney, Casamigos.

Three friends, George Clooney, Rande Gerber, and Mike Meldman, had an idea to make the kind of tequila they wanted to drink. They spent years working with a master distiller to get it just right, and the results speak for themselves. Casamigos is one of the more recent and dramatic tequila success stories. The brand sold to Diageo in 2017 for $1 billion.

Michael Jordan, Cincoro.

The packaging for Cincoro speaks volumes about the quality of the product. Beautifully designed with meticulous attention to detail, the spirit inside is just as precious. His top-quality extra añejo sells for $1600 a bottle. MJ himself approves every batch, so much like his brand as an athlete, expect nothing but the best.

Carlos Santana, Casa Noble.

Carlos Santana has attached his name to a sparkling wine in the past, but tequila is perhaps a little closer to home. Santana was born in Jalisco, Mexico, and draws many parallels between his music and his tequila, saying, “one note or one drop, they are the same. You have to feel it from your heart.” Casa Noble was acquired by Constellation Brands in 2014 for an undisclosed sum.

The Rock, Teremana.

A relative newcomer on the tequila scene, Dwayne “The Rock” Johnson launched Teremana in mid-2020. It’s been in the works since 2016, but according to Johnson, the pandemic has been very good for business. Since March of 2020, Teremana sold over 300,000 cases—that’s 125,000 cases more than Casamigos sold in its first year—and is expected to ship another 400,000 cases in March of 2021.

Of course, these are just a handful of celebrities who have invested in tequila. Justin Timberlake, Adam Levine, AC/DC, Jimmy Buffett, and George Strait are also on that list. There will undoubtedly be more.

One common thread among this group is the passion they all have for tequila. Each of them freely admits that tequila speaks to their soul, which is a big part of what makes their brands successful. They’ve staked a bit of themselves into the product, something immediately identifiable and imminently compelling. These are custom products designed for a well-defined audience, differentiated from the sea of other brands by a passion for excellence, commitment to consistency, and meticulous attention to detail.

Final Thoughts

You don’t have to be a celebrity to create a successful tequila brand, but you should take a cue from their playbook. Ensure you are offering a differentiated product, not just another tequila. Anybody can come to Mexico, buy tequila from a distillery, and launch their label, but a custom product that targets a well-defined brand niche will always stand out.

Tell us about your fans, and we’ll create a product for them! Reach out today, and let’s start the conversation.