The world of spirits is undoubtedly a varied one, from micro distilleries making craft spirits in tiny batches to the corporate giants who export to every corner of the globe this leaves room for a broad tapestry of businesses in-between.
With the spirits market in the UK alone estimated to be worth 15.3 billion it is no surprise that for centuries high quality spirits have been a synonymous with wealth, opulence and the upper echelon of society. In many ways Macallan 25 and Moet Chandon have signified success in western society long before private jets and mega Yachts.
In recent years having your own spirits brand has almost become a badge of honour amongst celebrities, notability a trend kicked off by P Diddy in the US with his brand Cîroc Vodka, a joint venture between him and multinational drinks conglomerate Diageo. Followed George Clooney with his successful Casamigoes tequila. Both have seen huge success in no small part to the massive exposure that comes with such a high public profile but also the level of investment that can be provided by individuals such as George Clooney.
This is not limited to America recently in Britain Comedian Ricky Gervais has announced his partnership with Ellers Farm Distillery with their brand Dutch Barn Vodka. Similarly, Rapper and Actor Kano has also been the face of his, increasingly popular, Rum brand Duppy Share.
Often celebrity ventures can be viewed as gimmicky or even vanity projects this no different in the alcohol industry think of the Car Crash that was Trump Vodka in 2016. However, the huge success of certain brands is undeniable. Often the exposure celebrities can give their products immediately is very powerful. This coupled with the image that certain celebrities can bring to their brands in an industry that often decides its winners and losers based on the public perception of quality and style means that brands such as Ciroc and Casamigos really did stumble onto a powerful formula.
Whether we like it or not often the alcohol and subsequently spirits industry relies heavily on style, pomp and marketing over craftsmanship which means that its is ripe for celebrity endorsements. This is not necessarily in only one form however, the difference is clear even in the aforementioned examples, Cîroc is a mass-produced flavoured vodka that left behind its Artisan roots a long time ago. Alternatively, Ricky Gervais’s latest venture with Dutch Barn Vodka portrays a more discerning partnership where craftsmanship, consideration for the environment and sustainability both locally and further afield represent a more considered approach likely underpinned by a genuine interest in the products and processes of said distillery as opposed to a investment opportunity that comes with a van loads of booze.
Here at Griffiths Brother our celebrity investor hasn’t come calling yet we have waited anxiously by the phone waiting for the day that Taylor Swift askes us to develop her own range of spirits but alas that hasn’t arrived yet, so for now we will have to make do with Ted the distillery dog, although if anyone is friends with global icon please give them a nudge for us.
Cheers
