The rise of celebrity-endorsed drinks continues in 2023, with icons like Beyoncé and Kylie Jenner launching their own unique products in a competitive market.
This year has seen a significant influx of celebrity-endorsed drink products, with many well-known figures launching their own brands in a competitive marketplace. Stars from various fields—including music, acting, and sports—are not only endorsing but are actively involved in the development and design of their beverages.
Reflecting on the past year, The Drinks Business highlights the releases by various celebrities in 2022, which included Jean Claude Van Damme’s Old Oak Irish whiskey, Canelo Álvarez’s VMC Tequila-based RTD, and Alex James’s Britpop Sparkling Wine. 2023 has evidently continued this trend, with numerous high-profile launches making headlines.
A notable entry in the whiskey sector is “SirDavis,” launched by global icon Beyoncé in collaboration with Moët Hennessy. Named after her great-grandfather, the whiskey has a unique blend crafted under the guidance of Master Distiller Dr. Bill Lumsden. Speaking about the project, Beyoncé expressed her motivation, stating, “When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated.” The drink, which features a mash bill of 51% rye and 49% malted barley, is priced at £79 per bottle.
Kylie Jenner has tapped into the ready-to-drink market with her creation, Sprinter—canned vodka sodas available in various flavours. Launched in March, Sprinter signifies Jenner’s attempt to cater to health-conscious consumers, with each 4.5% ABV can containing only 100 calories and no added sugars. She commented, “Sprinter is my answer to the growing consumer demand for quality canned cocktails.” By August, Jenner had established a national distribution deal in the United States, priced at US$19.99 for a pack of eight.
Actor Jamie Foxx is also making waves with his BSB (Brown Sugar Blend) Whiskey, featuring a cinnamon flavour. Produced in Columbia, Tennessee, and designed to celebrate the joy of gathering, Foxx said, “As an avid whiskey drinker, owning a brand that is sippable and unlike any other has been a life goal of mine.” The whiskey retails for US$24.99 per bottle.
Hip-hop icons Dr. Dre and Snoop Dogg have debuted their RTD Gin & Juice in celebration of their iconic song, with a range of flavours including apricot and passionfruit. Released in February, this product reached nearly 1,000 independent retailers in the UK by July, priced at US$35.99 for a pack of eight.
In the wine sector, legendary country artist Dolly Parton has introduced her Dolly Wines in partnership with Accolade Wines. The initial offering, California Chardonnay 2023, features aromatic notes and is priced between US$15-17 per bottle. Parton is said to be involved in every aspect of her wine brand, which includes plans for a rosé and a Prosecco.
Meanwhile, Kylie Minogue’s latest release, 0% Sparkling Blanc, stems from her successful 0% Sparkling Rosé. The pricing for this non-alcoholic option ranges from £6 to £7 per bottle.
Additionally, classical singer Andrea Bocelli has launched his own range of wines, Bocelli1831, in conjunction with Italian wine group Zonin1821. This collection comprises a Prosecco DOC, a white blend of Viognier and Vermentino, and a red blend of Sangiovese, Merlot, Syrah, and Cabernet Sauvignon. Bocelli’s wines are scheduled for release in early 2025, with a price point of £11-£12.50 per bottle.
The increasing trend of celebrity involvement in beverage creation reflects a broader shift in consumer preferences, with many seeking authentic connections between brands and their icons. As these celebrity beverages enter the market, they are expected to contribute significantly to an evolving drinks landscape.
Source: Noah Wire Services
- https://www.beveragedaily.com/Article/2024/01/25/Celebrity-beverage-brands-from-tequila-to-energy-drinks/ – Corroborates the trend of celebrity-endorsed drink products, including Emma Watson’s Renais Gin and Dwayne Johnson’s ZOA energy drink.
- https://www.thebarreltap.com/products/old-oak-irish-whiskey – Provides details on Jean-Claude Van Damme’s Old Oak Irish whiskey, including its launch and characteristics.
- https://drinks-intel.com/news/jean-claude-van-damme-buys-into-old-oak-irish-whiskey/ – Supports the information about Jean-Claude Van Damme’s involvement in Old Oak Irish whiskey and its production details.
- https://www.beveragedaily.com/Article/2024/01/25/Celebrity-beverage-brands-from-tequila-to-energy-drinks/ – Mentions Kylie Minogue’s wine and other celebrity beverage brands, highlighting their active involvement in the industry.
- https://www.thespiritsbusiness.com/2024/09/celebrity-backed-tequilas-up-16-in-2023/ – Discusses the growth of celebrity-backed spirits brands, including tequilas and other categories, aligning with the trend mentioned in the article.
- https://www.noahwire.com – Although not directly accessible, this is the source mentioned in the query, which would contain the original information about various celebrity beverage launches.
- https://www.beveragedaily.com/Article/2024/01/25/Celebrity-beverage-brands-from-tequila-to-energy-drinks/ – Includes information on Katy Perry’s De Soi non-alcoholic aperitifs, which aligns with the trend of celebrities launching their own beverage brands.
- https://www.thebarreltap.com/products/old-oak-irish-whiskey – Details the specific characteristics and launch of Old Oak Irish whiskey by Jean-Claude Van Damme.
- https://drinks-intel.com/news/jean-claude-van-damme-buys-into-old-oak-irish-whiskey/ – Provides additional context on Jean-Claude Van Damme’s role and the production process of Old Oak Irish whiskey.
- https://www.beveragedaily.com/Article/2024/01/25/Celebrity-beverage-brands-from-tequila-to-energy-drinks/ – Mentions Matthew McConaughey’s Pantalones Organic Tequila, another example of a celebrity-backed beverage brand.
- https://www.thespiritsbusiness.com/2024/09/celebrity-backed-tequilas-up-16-in-2023/ – Supports the growth and impact of celebrity-backed spirits, particularly in the tequila category.
