Buckle up, beverage producers, because the glitzy world of celebrity-backed alcohol brands is on fire! It’s the age of sipping in style with your favorite stars and influencers, and the party’s just getting started. With A-listers like George Clooney and Dwayne Johnson leading the charge, the bev-alc industry is seeing stars – and consumers are following.
You’ve probably noticed more and more celebrities are getting into the alcohol business. From Ryan Reynolds’ Aviation Gin to Post Malone’s Maison No. 9 Rosé, it seems like every star has their own signature drink or brand. Many Crafted customers are getting in on the party as well, like FEW Spirits with their Alice in Chains collaboration, and Rabbit Hole with Metallica’s Blackened Whisky. But why are celebrities so keen on being brand ambassadors or creating alcohol products?
Well, money…for one. The numbers don’t lie: Celebrities are increasingly investing in alcoholic beverage brands due to the industry’s profitability, with the global market size predicted to reach $2.2 trillion in 2025. It’s also a lifestyle branding match; whether they’re smooth and sophisticated, hardcore and rebellious, or something in between, there’s a beverage to match the many personalities willing to do the branding.
The Benefits of Celebrity Endorsements
Celebrity endorsements are not a new phenomenon in the marketing world. For decades, famous people have been used to promote various products and services from perfume to cars to clothing. You can’t turn your head without a celebrity endorsing something. You’ve seen it happen in the bev-alc industry, too. Every time you visit the liquor store, it seems a superstar has launched a new product.
The benefits can’t be denied:
- Instant Recognition: You don’t need to be Sherlock Holmes to spot the brand when a famous face is associated with the label.
- Built-in Fanbase: Celebrities come with an army of fans. They adore their idols and are ready to sip whatever they’re sipping.
- Storytelling Extravaganza: Celebrities bring unique stories and journeys to the bottle, making each drink an experience.
- Endless Promotion: From talk shows to social media, celebs keep the buzz alive. They are walking, talking and Instagramming advertisements.
Consider Casamigos, the brainchild of George Clooney, Rande Gerber and Mike Meldman. It went from zero to hero in record time, becoming the fastest-growing spirits brand of 2022. Casamigos has capitalized on tequila’s surging worldwide popularity and outstripped its competition in terms of growth, doubling its sales last year. The brand’s slogan, “Brought to you by those who drink it,” implies authenticity, quality and fun. And guess what? These guys still champion their brand even after selling it to Diageo.
Then, there’s The Rock himself, Dwayne Johnson, the undisputed champion of charisma and brawn. He introduced us to Teremana Tequila, and the world can’t get enough of it. The brand’s slogan, “Tequila of the people,” suggests inclusivity, accessibility and community. In an interview with Rolling Stone, Johnson said, “I want to create a tequila that brings people together.”
Celebrities create a strong emotional bond with consumers and influence their preferences and choices by using their personal stories and passions.
The Challenges of Celebrity Endorsements
However, celebrity endorsements are not without risks and challenges. For one thing, they can be costly. According to Forbes, celebrities with star power can receive upwards of $2 million for endorsing a product. Some may even demand equity or ownership stakes in the brands they endorse, which can reduce the profits for the founders or investors.
Another challenge is maintaining consistency and relevance. Celebrities are human beings who can change their opinions, behaviors and lifestyles over time. They can also face scandals or legal issues that damage their reputation and credibility. For example, Marilyn Manson’s Mansinthe Absinthe was ranked as the best celebrity spirit by Esquire in 2018. Still, after some highly publicized legal trouble in 2021, his spirit has gone relatively silent.
How Can Non-Celebrity Brands Compete?
So you’re saying you’re no George Clooney or The Rock? Given the popularity and power of celebrity endorsements in the bev-alc industry, what can you do? The good news is that you don’t need the bank account of a Hollywood star to boost your alcohol brand. Ultimately, the best marketing tactic is to deliver a high-quality product consistently. A great product will generate word-of-mouth marketing, which can be incredibly effective.
To truly skyrocket your bev-alc business, you need innovative tools. Beverage ERP software is like having your own team of behind-the-scenes magicians, making your operations smooth and efficient. From inventory management to data-driven decision making and compliance assurance, implementing a beverage ERP solution gives you immediate insight into your business and where you can make improvements and have opportunities to make a splash with your marketing budget.
Marketing tactics you can use to stir up brand awareness and excitement without breaking the bank on a celebrity ambassador include:
- Micro-Influencers to the Rescue: Team up with micro-influencers who align with your brand values. They may not have millions of followers, but their authenticity can create a lasting impact.
- A Uniquely Crafted Story: Every brand has a story, and storytelling is the secret sauce. Share your journey, your values and your vision. Make it relatable and engaging.
- Community Connections: Attend events, support causes and collaborate with other businesses. Building genuine relationships is your ticket to the hearts of your customers.
- Engaging Content: Social media isn’t just about posting pretty pictures. It’s about building a loyal fan base. Customers are thirsty for content that educates, entertains and engages them. Post regularly and be creative!
- Taste Test Events: Your consistent quality and innovation can stand up to a celebrity endorsement. In fact, why not go head-to-head? Organize tasting sessions and invite local influencers and enthusiasts. Parlay that into a social campaign that challenges the celeb-backed brand with real-life taste preferences and lifestyle images. The buzz around these types of events can do wonders for your brand.
- Targeted Markets: Non-celebrity brands can find a niche that is underserved or overlooked by celebrity brands painting with a broad brush. This is an opportunity to cater to consumers’ specific needs, preferences or tastes, and those who are looking for something different or unique. You can appeal to local or regional markets with a strong sense of identity or culture.
- Loyalty Programs: Reward your customers for their loyalty. Discounts, exclusive access and merch can turn a casual drinker into a brand ambassador.
Making Your Mark Beyond Celebrity Endorsements
The rise of celebrity-endorsed alcohol brands isn’t just a trend; it’s a revolution! It’s an era where you can make a mark in the bev-alc industry without needing a star-studded budget. Celebrities have shown us the power of storytelling, engagement and authenticity. They’ve turned their passions into profits, and you can too. Whether making your own tequila, brewing beer, distilling spirits or creating a new RTD sensation, with innovation, determination and a dash of creativity, you have what it takes to make a splash.
Let’s get innovative and creative together! Contact us to get the magic started on implementing Crafted ERP for your business.
