The superstar-owned drinks sector is bursting with big names eager to make a splash. But as this trend matures, it’s clear not all celebrity brands are built alike. Tom Khan-Lavin, chief executive, YesMore drinks marketing agency weighs in…
WHAT’S HOT
PERSONALITY-DRIVEN BRANDS: Brands that thrive are those that reflect their celebrity owner’s personality and flair. Ryan Reynolds’ Aviation gin is the ultimate example; his distinct humour and wit shine through in every ad, giving the brand an approachable and authentic edge. Now, Reynolds has become a co-owner of Wrexham Lager Beer Co, sticking to his light-hearted, approachable style that resonates with fans.
Snoop Dogg also nails this with his involvement in both 19 Crimes wine and Gin & Juice with Dr Dre. Dogg’s laid-back storytelling vibe aligns perfectly with these brands, creating experiences that go beyond just the bottle. Consumers increasingly value personality over polish, and celebs who make the brand feel like an extension of themselves connect best.
ENTERTAINMENT-LED MARKETING: Brands are finally shifting from simple endorsements back to entertainment-led marketing, where the celebrity entertains rather than sells. Kevin Hart’s Gran Coramino tequila takes this approach, blending Hart’s comedic talent with premium quality.
Waitrose’s Christmas ad is another great example. It uses a celebrity cast to spin a humorous “whodunnit” around a missing dessert, over two parts. This kind of storytelling keeps viewers engaged and turns a simple narrative into something consumers look forward to. Done well, this style of entertainment-driven branding can build a lasting impression.
NICHE MARKETS AND SUSTAINABILITY: Cameron Diaz’s Avaline wine targets the organic, low intervention market, appealing to today’s eco-conscious consumers. Brands that reflect a celebrity’s values and support sustainable practices tap into consumer demand for both authenticity and responsibility
WHAT’S NOT
CELEBRITY BRANDS WITHOUT PERSONALITY: Celebrities launching brands without a clear personal connection can come across as impersonal. Margot Robbie’s Papa Salt gin, for example, has minimal involvement from Robbie herself, making it feel more like a business venture than a passion project. Without that recognisable personal touch, these brands risk fading into the background in an increasingly competitive market.
While I love Robbie and the look of Papa Salt gin, it serves as an example: despite her fame, there’s little of her personality in the brand. Ryan Reynolds’ Aviation gin, on the other hand, succeeds because Reynolds’ humour and style are intrinsic to its identity. Celebrities who dilute their brand to meet “safe” corporate marketing often lose the appeal that made them valuable in the first place.
OVERSTEPPING REGULATORY BOUNDARIES: Celebrity-owned brands must toe the line with ASA, CAP Code, and Portman Group rules, especially when marketing to younger or global audiences. Some celebs inadvertently (or intentionally – see Ricky Gervais and Dutch Barn vodka) cross these lines, relying on their popularity to attract attention. But in a highly regulated industry, these missteps can hold brands up – just Google Brewdog and the ASA. Celebrities who respect these regulations without losing their authentic voice will be best placed to succeed in the long term.
OVERHYPING THE METAVERSE: The metaverse, like NFTs, remains a shiny new frontier that big investors love – and in which some celebrities have dabbled – but it’s not quite resonating with the drinks industry. Digital tasting rooms and collectible NFTs may intrigue some tech-savvy consumers, but for a tangible, sensory-driven product like alcohol, virtual experiences just don’t have the same pull. Until the technology can genuinely replicate a real-life tasting experience, brands are better off focusing on engaging customers in the physical world.
KEY TAKEAWAYS
For drinks brands and retailers, the lesson is clear: authenticity is king. Consumers are drawn to brands where the celebrity’s personality shines through. Overdone gimmicks and corporate polish are easily spotted and dismissed, especially as this space becomes more crowded. Whether you’re a retailer or a brand, prioritising real engagement over quick wins will ensure you stand out – and stand the test of time.
