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CNN
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Why does actor Aaron Paul co-own a mezcal brand? The answer is simple: he loves alcohol.
Along with former “Breaking Bad” co-star and best friend Bryan Cranston, the two co-founded Dos Hombres Mezcal in 2019, joining a long list of celebrity-backed alcohol brands launched in recent years. joined.
At Sunday's Oscars ceremony, Robert De Niro, nominated for Killers of the Flower Moon, can console himself with a sip of his brand of Vuduka 6100 in defeat. “American Fiction” actress and Academy Award presenter Issa Rae will also be able to toast with her. Vialae, a new prosecco line. Fellow presenter Dwayne “The Rock” Johnson has Teremana Tequila. Other celebrities drinking custom-made tequila include Matthew and Camila McConaughey (Pantalones), Eva Longoria (Casa Del Sol) and Kendall Jenner (818).
This explosion of deals marks a break with Hollywood's past. For decades, it was rare to see even big stars take the risk of endorsing alcohol. No Shirley Temple's “Dirty Shirley” or Warren Beatty brand champagne. Currently, there are dozens of name brand spirits vying for bar space, with more on the way.
In the midst of a cocktail boom, with thousands of alcoholic beverages around the world looking to differentiate themselves, brands are knocking on Hollywood's door for star power.
Rob Kim/Getty Images, NYCWFF
Aaron Paul and Bryan Cranston will serve Dos Hombres Mezcal at the 2023 Food Network New York City Wine & Food Festival.
“Honestly, it's an opportunity,” Cranston told CNN. Celebrities are attractive to the spirits industry because of their influence and connections, so the industry says, “Do you want to come in?'' It's up to you. '”
This open door led to big business for another agave-based brand, Casamigos Tequila.
Founded by George Clooney and Rande Gerber in 2013, Casamigos has garnered a lot of attention. Four years later, they sold the tequila brand to liquor giant Diageo for $1 billion, starting an industry gold rush.
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The side of a Casamigos delivery truck promoting George Clooney and Rande Gerber's tequila brand in a 2015 photo.
In 2020, Diageo acquired Ryan Reynolds' Aviation Gin brand for $610 million. And in 2021, less than two years after its launch, UFC fighter Conor McGregor sold a majority stake in his Proper No. 12 Irish Whiskey to Jose Cuervo's maker Proximo Spirits for 600 million yen. He reportedly sold it for US dollars.
Windfall events like this attract attention in Hollywood.
Michael Yanover, head of business development at the influential Creative Artists Agency, told CNN that celebrities who create spirit brands generally want to eventually sell to “one of the larger holding companies.” He said he was there.
Yanover said owning a stake in a company is more attractive than being endorsed, with cash payouts if the brand sells.
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Ryan Reynolds in a 2018 photo promoting Aviation American Gin.
“Star status can create instant brand awareness and consumer interest,” Lisa Hawkins, senior vice president of public affairs for the Distilled Spirits Council of the United States, told CNN.
This trend “shows no signs of slowing down,” she said. She said: “Actors and musicians have been investing in spirits for some time, but now sports stars, models and comedians are capitalizing on consumer interest in spirits and cocktails.”
That appeal was partially driven by the pandemic. According to DISCUS data, sales of spirits have surpassed wine and beer over the past two years as more people make cocktails at home.
There are two reasons why tequila is especially popular with celebrities. First, it's growing. U.S. tequila sales rose 8% last year; At $6.5 billion, it is predicted to overtake vodka as the best-selling spirit in the next few years, according to DISCUS.
Second, tequila does not need to be aged like whiskey or scotch, making it faster to produce and sell.
Retailers love supporting stars. Approximately 54% of retailers surveyed in 2022 said they intentionally stocked the now-defunct alcohol delivery service Drizly. Celebrity-owned spirits to attract shoppers. Celebrity names can also add a premium to the retail price.
Mike Seeger/Reuters
Dwayne Johnson holds up a glass of Teremana Tequila in a 2022 photo.
“Celebrities can tell a brand's story, bring massive brand awareness, and provide great trial opportunities,” Andrew Chrysomalis, co-founder of Aviation Gin and Pantalones Tequila, told CNN. , added, “Products have to be delivered to consumers and recalled again and again.'' ”
Even with increased competition, Jefferies beverage analyst Ed Mundy told CNN he doesn't think the category has peaked yet. Tequila in particular continues to “expand its appeal in the United States.”
But it may be too late for celebrities seeking a Casamigos-scale exit. “Potential buyers will be wary of making large investments at this point in the cycle,” Mundy said.
Celebrity-sponsored ethos is risky because it relies on one person's image.
And not all partnerships are successful. Last year, Diageo moved to end its relationship with Sean “Diddy” Combs, ending a 15-year contract that led to a racial discrimination lawsuit.
The embattled music mogul, who was later accused of sexual assault, claimed in a 2023 lawsuit that Diageo ignored and under-promoted its Deleon tequila and labeled it as an “urban” product in its marketing. He claimed to have denied it. He made similar claims regarding Ciroc vodka.
In January, Diageo and Didi formally ended their partnership, saying in a joint statement that they had “agreed to resolve all disputes between the two companies” and that Combs had “withdrew all claims” regarding Diageo. Stated.
In another example, Jennifer Lopez's Delora line of ready-to-drink bottled spirits got off to a rocky start last year. Fans accused Lopez of hypocrisy because she has publicly said she doesn't drink, but Lopez later revealed in an Instagram post that she enjoys “sometimes cocktails.”
Rob Kim/Getty Images, NYCWFF
Delora will be served at the 2023 New York City Wine and Food Festival.
Paul and Cranston hope Dos Hombres becomes one of their success stories and are working to grow their fan base. The brand recently partnered with Applebee's on three cocktails, but this is the first time in the chain's 44-year history that it will offer mezcal.
Paul said, “If you were to ask someone, 'Name your favorite mezcal!', they would feel there is a 'clear opening' in the market to bring agave-based spirits to the United States.” said. They're like, “Hmm, mezcal?” What is mezcal? ”
Applebee's appealed to Paul because of its far-reaching influence and his own childhood experiences. “Every time there was a big celebration in Iowa, we celebrated at Applebee's. It was a great night for us. It's great that they trusted us as a brand that represented mezcal to the masses. its big.”
By: Dos Hombres Mezcal
A promotional photo that conveys the spirit of Aaron Paul and Bryan Cranston.
Despite the steady drumbeat of new liquor brands, CAA's Yanover said, “There's tremendous appetite in the alcohol industry.” There's always a desire to “come up with the next thing that's exciting and vibrant and different.”
Just this week, Kylie Jenner also launched a canned vodka soda brand called Splinter with her sister Kendall. This isn't her first time (hello, High Noon), but she says in a press release that this is “the best-tasting vodka soda I've ever tried, and I've tried a lot.” I was screaming.