By Topher Gauk-Roger
5:41am PDT, May 22, 2021
Alcohol sales are a booming industry in the States, so it's no surprise that more and more celebrities want a cut of the action. As stars rake in millions of dollars via booze brands — like Bethenny Frankel and her Skinnygirl cocktails line or Dan Aykroyd with his Crystal Head vodka brand — a variety of famous faces have launched lines of their own. For many, it's proving to be a hugely profitable enterprise — much more than most other side gigs. Join Wonderall.com as we take a look at some of the A-list names attached to a variety of spirits, starting with this reality TV star and model… Kendall Jenner took to Instagram in February 2021 to announce her own tequila brand, 818 Tequila, after months of fan speculation. "For almost 4 years I've been on a journey to create the best tasting tequila. After dozens of blind taste tests, trips to our distillery, entering into world tasting competitions anonymously and WINNING… 3.5 years later I think we've done it," the model explained of the spirit, which is named after her hometown area code. The liquor — which launched in California in May 2021 and will soon expand to other states — is sold in reposado, blanco, and añejo varieties. The beverage has already received acclaim, anonymously winning tasting competitions, like at the World Tequila Awards, in a variety of categories including best reposado tequila and best añejo tequila. However, Kendall has received backlash over an ad campaign and product launch that some social media users feel is akin to cultural appropriation.
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Dwayne Johnson ended 2019 with the unveiling of his line of tequila, Teremana. The small-batch beverage, which is known for its signature notes of oak and vanilla, is crafted in the highlands of Jalisco, Mexico. The Rock first revealed the news on Instagram, explaining that it's "meant to represent 'Terre' which means of the earth and MANA is our powerful Polynesian spirit that guides us." The wrestler/actor-turned-mogul spent years developing the product, which is made from mature, naturally sweet agave that's slow-roasted in small traditional brick ovens and distilled in handmade copper pots, and called it "a dream come true" to finally see it released. "I'm committed with my team to bring you the best tequila, because quality and legacy are what matter most," he added. It can purchased starting at $29.99 per 750 ml bottle.
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Country music star Thomas Rhett kicked off 2021 with the announcement of a new tequila. Dos Primos — which is Spanish for "two cousins" — was created by the singer and cousin Jeff Worn, who worked on the drink for three years. The alcohol is crafted by fourth-generation tequila distillers and combines the spirit's Mexican traditions with the pair's Southern roots. "Beyond proud of how it turned out. We can't wait for y'all to try it and hear what you think," Thomas wrote in his Instagram announcement. The libation, which he described as the "smoothest tequila I've ever had," retails for $44.99 per 750 ml bottle.
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Snoop Dogg revealed the launch of his own gin in September 2020 — more than 25 years after his hit song "Gin & Juice" topped the charts. INDOGGO gin is crafted in a laid-back California style and is five-times distilled with seven botanicals featuring flavors of strawberry and citrus, making it slightly sweet, crisp and fruity. The beverage was even recognized with a "Double Gold" for both taste and design at the 2020 Proof Awards. "I am so proud and humbled by the response INDOGGO has received since its introduction," the rapper said in a statement. "I knew that we had created a great tasting, smooth gin, but to see the response on social media, and get the stamp of approval from my friend Martha Stewart — I knew we had a winner!" The drink sells for about $25 per 750 ml bottle. Snoop also has a collection of wines with 19 Crimes, including the Snoop Cali Rosé that launched in March. The blend of Grenache and Zinfandel is designed to give typical rosé culture a touch of Cali-behavior and Snoop's iconic West Coast Style. "I can't wait for everyone to sip on my Snoop Cali Rosé and bring those fresh feels from spring into summer and beyond," he said in a press release. Bottles retail for $15.
Ryan Reynolds has made a big splash after he acquired a stake in Aviation American Gin in 2018. "Aviation is the best tasting gin in the world. Once I tried it, I knew I wanted to get involved with the company in a big way," the actor said in a statement. The "Deadpool" star has overseen the creative direction of the company and played an active role in its day-to-day business. In 2020, he and co-owner Davos Brands sold Aviation to Diageo, the multinational beverage company, in a deal worth as much as $610 million, though they've maintained an ongoing ownership interest. The drink features seven flavoring ingredients in its production: juniper, lavender, sweet and bitter orange peel, cardamom, coriander, Indian sarsaparilla and anise seed. It's pot distilled twice and bottled at 84 U.S. proof, and can be purchased for around $25 per 750 ml bottle.
Kate Hudson got into the spirits game with King St. Vodka in 2019. The craft brand is named after the location of her beloved former New York City pad and the numerous memorable nights she spent there. "I have always found the spirits industry fascinating, and I love dirty vodka martinis," the actress said in a press release. "The creative side of me thought it would be a fun challenge to develop a vodka for my palate, and in a beautiful package that I would love to have on my bar and share with friends. The businessperson in me is now looking forward to the challenge of building a brand in an entirely new industry." The drink is distilled seven times in small batches in sunny Santa Barbara, California, and is gluten-free and uses alkaline water to create a clean, smooth taste. It retails for around $25 per 750 ml bottle.
In March 2021, Jamie Foxx purchased BSB Brown Sugar Bourbon, a spirit company that launched in 2016. The actor is now responsible for its creative direction and is using his experience as an entrepreneur to grow the brand. The company is best known for its smooth liquor with hints of cinnamon and brown sugar but also features BSB 103, which is a higher proof, bolder bourbon. "I've always lived by the rule that life is short, and you need to go out and do what you want to do. Owning a brand that brings sweet life to the party has always been a goal and with BSB we're making it happen," Jamie said in a statement. "Before the [coronavirus] quarantine I watched bottles of BSB disappear at all my celebrations and knew this was a brand I wanted to bring into the spotlight. Anyone who tries BSB is going to love it just like I do." BSB Brown Sugar Bourbon retails for $21.99 per 750 ml bottle.
Sean "Diddy" Combs is undisputedly one of, if not the, most successful celebrity names in the booze industry. The rapper-turned-media mogul first invested in then-middling vodka brand CÎROC in 2007 — then helped turn it into a multimillion-dollar enterprise that's ranked at No. 2 in the premium vodka category behind only Grey Goose, and pushed sales to about 2 million cases a year. The beverage, which is uniquely manufactured by using grapes and is distilled five times, now comes in more than 15 varieties. It inspired Diddy to expand by acquiring DeLeon Tequila in 2014. In 2013, he founded a privately owned premium spirits and wine business called Combs Wine & Spirits.
Bruno Mars first unveiled his SelvaRey Rum brand in 2014 and relaunched the company in 2021 with new, sleek packaging. The aged, single estate white, chocolate, and owner's reserve rums are distilled in Pesé, Panama, in antique copper column stills, and the name translates loosely from Spanish to "King of the Jungle." "Rum is like the instant vacation drink, no matter where you are. It's like, you've got some kind of, let's just say piña colada, for instance, it's dance time, you know?" the Grammy winner told Travel + Leisure in 2020. The drinks have won numerous awards and start at about $30 per 750 ml bottle, with the harder-to-find owner's reserve rum priced up to $149.99 a bottle.
Cameron Diaz looked long and hard for a healthy way into the spirits business. She officially announced her clean wine brand, Avaline, in July 2020. She kicked off the company with a Spanish white wine and a French rosé that are both vegan-friendly, made with organic grapes and free of unnecessary additives. "I've always believed that the key to wellness is balance. Creating a clean wine that is full of natural goodness and free from dozens of unwanted and undisclosed extras helps me find that balance when I'm enjoying a glass of wine," the actress wrote on Instagram of her venture. "It's wine at its purest, created for those who embrace the pleasure of a whole life and a relaxed approach to wellbeing." She's since expanded to red and sparkling wines, and bottles go for $24 for 750 ml.
In 2019, the youngest member of the Jonas Brothers made his entry into the alcohol biz with Villa One Tequila. Nick Jonas teamed up with designer John Varvatos for the ultra-premium hand-crafted spirit, which comes in silver, reposado and añejo. The drink is made with artesian well water and sustainably sourced, 100% blue weber agave, matured 5 to 7 years and sourced from both the highland and lowland regions of Jalisco, Mexico. "When it came to Villa One, it was critical to us that we take part in the decision-making process every step of the way and, now, we feel that this is exactly the tequila we sought out to create almost two years ago," the singer-actor said in a press release. The beverage begins at $44.99 for a 750 ml bottle.
JAY-Z also struck gold early on in the now-crowded marketplace with his Armand de Brignac champagne brand, which he's owned since 2014. More commonly known by its "Ace of Spades" nickname, Forbes reported in 2021 that the bubbly venture was worth $640 million. In February 2021, the rapper sold half of the brand to luxury house LVMH's Moët Hennessy, pocketing more than $300 million in the deal. Made at a French winemaking house with roots in the 1600s, Armand de Brignac has been the bubbly of choice for some sports championship celebrations in the U.S. and has won accolades at international taste-testing competitions. The brand sold 900,000 bottles in 2019 — not bad considering the drink comes with a $300-per-bottle price tag. In 2012, Jay expanded his hold on the market with D'Usse cognac, a partnership with liquor giant Bacardi. That retails for a far more reasonable $30 per bottle.
Sarah Jessica Parker might be best known for her acting and her style, but that didn't stop the star from branching out into the wine industry. Her Invivo x SJP collection of beverages with award-winning New Zealand wine brand Invivo launched in 2019 with a sauvignon blanc and has since expanded with a rosé from the south of France. The idea behind the drink was combining "New York sass with the world's best wine regions and New Zealand winemaking know-how," and it was quickly named one of Wine Spectator's Top 100 World's Best Wines. "The whole marvelous experience was a great and unexpected opportunity and yes, at last we get to introduce the fruits of these last many months," she said in a press release when the collection was announced. The wines come at a suggested retail price of $20 per bottle.
Country music duo Florida Georgia Line launched Old Camp Whiskey in 2016, fueled by their love for the beverage. "We've been drinking whiskey for a while, so it was a natural thing for us," members Brian Kelley and Tyler Hubbard told People magazine at the time of the product's debut. The unique drink became the first peach pecan whiskey in the States upon its release. "With the peaches and the pecans, you've got a little bit of Florida, and a little bit of Georgia. The whiskey makes it an experience… you get to indulge in all three of them," they said. "It's absolutely the whiskey for the non-whiskey drinker. Even for us, we love drinking whiskey, but we also love the taste of pecans because it's got a unique flavor. You get a sip of that peach pecan, you'll have another, I promise you." The whiskey runs around $19.99 for a 750 ml bottle.
One of the early entries into the celeb alcohol business was Justin Timberlake's 901 Tequila in 2009. The smooth, triple-distilled drink made such a mark that it was quickly scooped up by major alcohol player Sauza in 2014. The singer-actor first became interested in the spirit after a road trip to Jalisco, Mexico, and the name was chosen because 9:01 is the hour at which day gives way to night and things start to get "interesting," he's said. The idea behind the beverage, which is known for its herbaceous fragrance and distinctly sweet palate with notes of honey, almond and a touch of coconut, was to help him to connect with adult fans in a way that embodied his own hardworking, creative and laid-back lifestyle. Sauza 901 will set fans back around $29.99 per 750 ml bottle.
Following in the footsteps of Diddy and JAY-Z, Drake, has become the latest hip-hop star to find success with a spirit. He launched the aged bourbon Virginia Black Whiskey in 2016. It's a blend of two-, three- and four-year-old bourbon, is said to have a high-rye mash bill, and sold 30,000 cases globally in its first year. It's become popular thanks to its vanilla, burnt caramel, black cherry and spicy flavor notes. In 2018, the company announced that it would launch an IPO to raise $30 million in investments. It was voted one of the top five spirits in 2016 by Wally's Wine and top 100 spirits of 2017 by Wine Enthusiast, earning a 91-point rating. The brown liquor retails for about $35 per 750 ml bottle.
In 2016, Channing Tatum revealed his mission to create a "good American vodka" with the release of Born And Bred Vodka. He partnered up with Idaho's Grand Teton Distillery to launch the potato-based drink that has "a smooth taste to it, like a cool feeling in your mouth," he told Bon Appetit. "The after taste doesn't burn." It's made from Idaho potatoes and glacial water from the Grand Teton Mountains and is distilled 20 times, is hand-crafted and is charcoal-filtered for a smooth taste. "Every day I wake up and I have a pinch-yourself-reality moment… It's just cool for me to do something new every day, I'm really lucky," the actor said. "On the inside label, it says 'Cross my heart and hope for mischief.' That's just what I want when I pour myself a drink. I want to just cause a little havoc, get into some trouble, get into some safe, manageable mischief." A bottle of the spirit sells for $24.95.
George Clooney is one of the men responsible for one of the world's most successful tequila brands: Casamigos. He developed it with best friends Rande Gerber and Mike Meldman in 2013 in an effort to make tequila according to their personal tastes and for their personal use, with no intent of taking the company public. "Our idea was to make the best tasting, smoothest tequila whose taste didn't have to be covered up with salt or lime," the friends said of their drink, which is available in blanco, reposado and añejo. "So we did." In 2017, the Oscar winner and his partners sold the brand to multinational beverage conglomerate Diageo in a deal worth up to $1 billion. "If you asked us four years ago if we had a billion dollar company, I don't think we would have said yes," George explained. "But we're not going anywhere. We'll still be very much a part of Casamigos. Starting with a shot tonight. Maybe two." The drink starts around $40 for a 750 ml bottle.
David Beckham expanded his versatile brand into beverages with the creation of Haig Club whiskey in 2014. The light and sweet grain spirit is aimed at drinkers who have yet to be won over by whisky's charms. "I am incredibly proud to have been part of the creation of HAIG CLUB," the soccer icon, 45, said. "I think we have made something really special. For me it has meant understanding how whisky is made and enjoyed and then working with some incredible people to write a new chapter for Haig." It can be found for about $26 for every 750-ml bottle.
Country music artist Blake Shelton developed his alcohol brand with Smithworks Vodka in 2017. The drink is made with corn from Kansas, Missouri and his home state of Oklahoma and is finished and bottled in Fort Smith, Arkansas. Working with the singer and "The Voice" coach was a natural fit for the vodka brand made in America's Heartland because "Blake was raised on hard work, dedication and an appreciation for celebrating life's simple pleasures with good people," according to the beverage's website. Added Blake at the time of release: "As part of the Smithworks family, I've been involved in the development of the brand, and I'm excited for everyone to finally taste what we've been crafting. At its core, Smithworks celebrates that moments in life are better spent with good people and great drinks." Smithworks Vodka has a suggested retail price of $19.99 for a 750 ml bottle.
One of the most recent alcohol crazes is hard seltzer, and rapper Travis Scott was the first celebrity to get in on the popular commodity. He announced the launch of CACTI Agave Spiked Seltzer in December 2020, explaining on Instagram that he'd "been working on this for a minute." The one-of-a-kind blue agave drink comes in packs of nine or 12 featuring its three flavors: lime, pineapple and strawberry. And at less than $20 for a 12-pack, it is one of the most affordable celebrity booze options. The product has been flying off shelves since its official retail launch in March 2021 and was even being resold online at inflated prices.
Former couple Angelina Jolie and Brad Pitt have co-owned the Miraval wine and Champagne brand since 2012, manufacturing the product at their Côtes de Provence estate in France, Château Miraval. Though their marriage ended in 2016, the company is still producing many award-winning wines. "Miraval isn't a 'celebrity' wine for me," the actor told People magazine ahead of the release of their first Rosé Champagne in 2020. "Above all, it's a wonderful, exceptional estate that I fell in love with, and that I continue to invest in to make it one of the finest estates in Provence." The stars have continued to invest in the estate's production capability. While many believed they'd sell the property amid their divorce, reported have confirmed the exes remain committed to the endeavor, viewing it as an investment for their six children.
Post Malone is the latest celebrity to get in on the rosé craze with his Maison No. 9, which hit stores in early 2020. The music star created the beverage to pay homage to a classic rosé and his love of the Mediterranean lifestyle. The name Maison No. 9 is inspired by Post's favorite tarot card, the Nine of Swords, and represents overcoming the daily challenges we all face. "Rosé is for when you want to get a little fancy," he said in a press release. "It's a nice switch up and I have been thinking about doing my own wine for a while. Maison No. 9 goes down smooth, and you're all going to love it!" The drink is a light, high-quality, accessible rosé that was designed to break down the traditional perceptions around wine and its barriers for consumers. It has a suggested retail price of $21.99 per 750 ml bottle.
In 2020, country music superstar Luke Bryan released the crisp golden beverage Two Lane American Golden Lager, which is named for the two-lane roads of his youth spent in Leesburg, Georgia. According to the drink's website, the singer and "American Idol" judge wanted a smooth sipping beer with a satisfying taste to enjoy when kicking back at home with friends and family. Luke's goal was to create a modern take on an easy-drinking classic that's brewed with American-grown barley and water from the Blue Ridge Mountains. "Between my songs, Instagram posts and on-stage toasts to my audience, it's no secret that I like beer," he said in a press release. "For a long time, I've dreamed of creating a beer to enjoy no matter if you are hanging out at one of my shows or at home with friends and family, and [I] was so grateful… to make that dream a reality."
