The drinks are on us!
IN HIS 1963 hit Moonshiner, Bob Dylan crooned about the perils of drink with the lyric “I’ve spent all my money, on whiskey and beer” but if the recent success of celebrities entering the liquor business is anything to go by, the singer’s latest venture is set to make him a fortune.
The 76-year-old music legend and Nobel laureate is releasing his own line of whiskey, named Heaven’s Door – after his famous 1973 song Knocking On Heaven’s Door – in partnership with drinks entrepreneur Marc Bushala.
There was a time when developing a perfume or after-shave brand was almost de rigueur for A-listers at the peak of their influence, but in the past few years alcohol has become an increasingly popular endorsement for male celebrities.
“For years there was a huge play on fragrance, fashion and make-up merchandising, but for the more macho type of male star it was harder to find a natural fit in these areas,” says Lou Ellerton, brand director of consultancy Mash.
“Spirits changed all that for famous men, particularly when they aligned themselves to the brand attributes of a premium product and to the discernment, taste and individuality that such products imply.”
She says that in the past few years “the artisanal spirits and craft beer thing has gone through the roof ”. For example, global tequila sales rose by more than five per cent in 2016 compared with just 0.3 per cent growth for the spirits industry as a whole.
“Within their categories of premium niche sales the celebrity brands are doing very well,” adds Ellerton, citing Dan Aykroyd, who launched Crystal Head vodka 11 years ago (see below), as the face who set the understated tone of the approach that celebrities tend to take to their alcohol brands. “Only those in the know would associate the celebrity with the brand. In most cases you have to look quite hard to find the connection and this is key in building the mystique of these premium products.”
So, who are the other famous players in the celebrity drinks market?
Label: Haig Club whisky
The former footballer launched his own single grain scotch, produced by Scotland’s oldest grain whisky producer the House of Haig, in 2014 – the year after he hung up his football boots and took on various new business ventures. Aimed at those “who don’t think they like whisky” and packaged in an oversized, bluetinted bottle reminiscent of an after-shave, the accompanying TV ad came under fire from critics who said it was promoting drinking to children. Made by film director Guy Ritchie, it showed Beckham toasting – rather than drinking – whisky in order to preserve his image, a fact which the Advertising Standards Authority noted in allowing it to stay on air.
Is it any good?
Perhaps not. Malt – one of the largest independent whisky sites – said: “This is all about the nice packaging, with not TIPPLES: Ryan Reynolds with his gin, above, Jay-Z’s upmarket bubbly, far right, and David Beckham, right, with Haig Club scotch PARTNERS: George Clooney and Rande Gerber with tequila the US-based Aviation Gin, becoming both its new owner and creative director.
Described as offering “a unique botanical mix that results in a much smoother, easier drinking flavour than typical London dry gins”, Reynolds calls it the “best damn gin on the planet” and claims he was inspired to invest in the brand after tasting it for the first time the previous year.
The actor describes his responsibilities at the company thus: “I’ll spend my days being photographed intermittently clinching my jaw muscles while pointing at things and nodding. I can assure you, there are smarter, more reasonable people in charge.”
Said to be the world’s highest-rated gin, it achieved a score of 97 points from Wine Enthusiast Magazine which has 800,000 readers worldwide and is recognised as “an acknowledged icon of the American craft distilling movement”.
Is it any good?
Daily Express Tuesday May 1 2018
Label: Casamigos tequila
Last June, actor George Clooney sold the tequila brand that he cofounded with his friend Rande Gerber, husband of supermodel Cindy Crawford, for $1billion to UK drinks firm Diageo – the company behind such global brands as Smirnoff, Johnnie Walker and Baileys.
In just four years Clooney’s idea for a tequila that “tasted great and didn’t burn going down” while offering “little hangover”, had become the fastest-growing superpremium tequila brand in the US.
Casamigos – Spanish for “house of friends” – was created in 2013 by Clooney, Gerber and their friend, property developer Mike Meldman. The trio own neighbouring houses in Los Cobos, Mexico, and spent more than five years developing their brand with a master distiller in the country’s highlands.
The three put in £435,000 each as an initial investment and stand to receive £242million each if the full sale price is realised. Clooney said in a statement. “We’ll still be very much a part of Casamigos. Starting with a shot tonight. Maybe two.”
The $1billion investment says it all but it might not be for everybody. According to Taste Tequila, a site for aficionados, it smells like fake vanilla and they wouldn’t recommend it.
Is it any good? Label: Crystal Head Vodka
Dismayed by the lack of additivefree vodka available, in 2007 the actor decided to make his own, in partnership with American artist John Alexander who designed the skull-shaped bottle which is made in Milan by Bruni Glass. Its distinctive shape was inspired by the pair’s shared fascination for Mesoamerican skull carvings. Crystal Head was in development at the same time as the film Indiana Jones And The Kingdom Of The Crystal Skull and sensing a conflict Aykroyd arranged to meet director Steven Spielberg to resolve the issue.
To his delight, Spielberg asked if it could be served at the premiere. Filtered in part through quartz crystals that are believed to have healing properties, it became the official vodka of the Rolling Stones 50th anniversary tour in 2013.
It has won numerous awards and last year took gold in the San Francisco World Spirits Competition for the third time.
Is it any good? Label: Ace of Spades champagne
In 2014, the rapper increased his ownership stake in Armand de Brignac champagne, nicknamed “Ace of Spades”, after buying out Sovereign Brands. It followed his initial investment in 2006, the year its ostentatious gold bottles made a cameo appearance in his video for Show Me What You Got.
With a reputation as a party champagne, and made by the Cattier family who founded their champagne house in 1763, it is believed to be the only marque available in a 30-litre midas bottle. Two Russian footballers who’d played for the country in Euro 2016 were fined and demoted by their domestic clubs after being seen at a party in Monte Carlo surrounded by bottles of the stuff. It is said that £200,000worth was ordered at the party.
A bottle of Armand de Brignac Ace of Spades Brut gold, non-vintage, can be bought online for around £200. According to Decanter magazine it lives up to the hype, scoring 95 per cent and being described as “elegant, refined and very stylish (unlike the bottle)”.
Is it any good?