How Wine and Spirits Brands Are Using Celebrities to Sell More Product

by | Oct 1, 2019 | Wine & Spirits

Reading Time: 4 minutes

Consider this list: John Legend, Drew Barrymore, Steph Curry, Jon Bon Jovi, and Sarah Jessica Parker. What do all of these people have in common?

We’re not talking about the Oscars or an A-List Hollywood party. All of these celebrities and stars share something besides being famous: they all make wine.

Actors, singers, and sports stars are putting their big names behind smaller wineries — or creating their own brand — to celebrate their love of wine and spirits. Stars are taking their fame, pairing it with their love for spirits and helping brands increase sales.

Celebrities are making money off the spirits, too. Just take George Clooney’s Casamigos which sold for $1 billion to Diageo in June 2017.

But who is buying these products, and are they any good?

All-star wines

If you travel to Charlottesville in Virginia’s wine country, the locals will likely tell you to take in the views and wines at Blenheim Vineyards. While at first glance, it may seem like just another pretty winery with great wine, but there’s more to this winery: musician Dave Matthews owns it. And it’s considered one of the best in the region.

Musician Jon Bon Jovi also has a taste for fine wine. While he hails from New Jersey, he frequents the Hamptons and made a wine to honor his time there. Hamptons Water is actually a rose made in France, but the brand boasts it should be enjoyed anywhere.

But it’s not just the musical stars that enjoy wine. Three-time NBA Champion Steph Curry has taken up winemaking as well. Curry’s wife and celebrity chef, Ayesha, and his sister Sydel helped launch the family-wine label Domaine Curry. The Curry Sisters paired up with John Schwartz of Napa’s Coup de Foudre winery to produce their own big and bold Napa Cab.

The celebrity winemaking craze also hit Bachelor Nation. Ex-Bacherlotte Kaitlyn Bristowe just launched her Spade & Sparrows Brand. The wine, which is meant to celebrate a night out or in, pre-launched in May 2019 and quickly sold out.

Former Sex and the City star Sarah Jessica Parker also partnered with Invivo Wines earlier this year to promote a New Zealand sauvignon blanc. The crisp white is scheduled to hit shelves Sept. 19.

While it’s easy to associate celebrities with a high price tag, most of the wines are reasonably priced and targeted toward the average drinker looking to buy into the celebrity lifestyle.

Where to find celebrity wines

While it depends on the brand, most celebrities have pushed their brands to big-box stores, liquor stores, and grocery stores to be purchased for mass consumption.

Some, like Domaine Curry or Bristowe’s Spades & Sparrows exclusively sell through e-commerce to push the demand and exclusivity.

“The popularity of several of these wines is evident in the number of bottles we sell,” Devon Broglie, the global beverage manager of Whole Foods Market told Seven Fifty Daily. “But it’s difficult to determine if customers are drawn to these specific wines due to celebrity ties, or simply because of the high quality of the product.”

What your brand can do to tap into the celebrity craze

If you’re a brand looking to increase sales with the extra flair of a well-known spokesperson, there are a few steps you can take to put your brand on the radar of celebrities.

First, do your research. Look for local celebrities or celebrities that frequent your wine or spirit’s region. See if they post at all online with that they like to drink.

Then, do some outreach. Some celebrities will agree to sponsorships with brands, such as author Katherine Schwarzenegger, daughter of former California Governor and actor Arnold Schwarzenegger, who partners with Kim Crawford. Schwarzenegger frequently posts pictures on her Instagram depicting a curated lifestyle that is complemented by drinking their sauvignon blanc.

You can also offer a star a chance to come in-house and make their own wine, therefore starting a new label in your portfolio. This gives the celebrity the chance to be more hands-on with the process, and your brand a chance to launch a new product.

Meredith Galante

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