Cover In high spirits: Beyonce and Jay-Z pouring some SirDavid (photo: Instagram / @SirDavis)
In high spirits: Beyonce and Jay-Z pouring some SirDavid (photo: Instagram / @SirDavis)
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These stars aren’t just lending their names to spirits—they’re raising a glass to legacy, craftsmanship and, of course, undeniable star power
In the spirit of celebrity side hustles, few industries have proven as lucrative and stylish as premium, well, spirits. Once the dominion of heritage distillers and old-money conglomerates, the tequila, whisky and gin industries have rolled out the red carpet because Hollywood’s elite are using their cultural cachet to redefine how people drink.
Forget celebrity fragrances and star-branded lipsticks. Today’s modern moguls are turning their names into fully-fledged spirits empires, filling bottles as polished as their public personas. But why has this trend taken off? And who among the A-list truly owns the liquor game?
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Unlike a one-time product launch, liquor offers a compelling mix of heritage, artistry and longevity. These are three things celebrities crave when they’re winding down from the spotlight. The spirits industry thrives on storytelling, and who better to weave a compelling narrative than the faces people already associate with aspirational lifestyles?
Tequila, in particular, has seen a dramatic surge in celebrity ownership, with actors and musicians investing in distilleries and branding smooth, small-batch concoctions. Whisky and gin have become playgrounds for Hollywood’s finest, capitalising on a consumer base that values artistry and exclusivity. But make no mistake—these aren’t just vanity projects. Many celebrities are heavily involved in production, working alongside master distillers to create genuinely top-notch spirits.
1. George Clooney / Casamigos Tequila
George Clooney co-founded Casamigos Tequila in 2013 alongside businessman Rande Gerber (husband to Cindy Crawford and father to Kaia Gerber) and Mike Meldman. It was initially a private-label tequila for their personal use, but its ultra-smooth profile and high-quality production quickly gained a cult following and was too good not to share. Known for its clean, refined taste with a focus on small-batch production, Casamigos became a massive success. It was bought by Diageo in 2017 for US$1 billion. Despite the sale, Clooney remains closely associated with the brand, which continues to dominate the premium tequila market.
Also read: 5 tequila-based cocktails you can easily mix at home
2. Dwayne “The Rock” Johnson / Teremana Tequila
Dwayne “The Rock” Johnson launched Teremana Tequila in 2020, blending his passion for quality spirits with his larger-than-life persona. The name “Teremana” combines the Latin word terra (“earth”) and the Polynesian word mana (“spirit:), reflecting Johnson’s heritage and commitment to sustainability.
Crafted in a small Mexican distillery using traditional methods, Teremana quickly became a powerhouse in the tequila industry, breaking records with over 1 million cases sold in its first year. Marketed as a premium yet accessible tequila, its clean, smooth taste and The Rock’s relentless promotion have made it a standout in the celebrity spirits market.
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3. Matthew McConaughey / Pantalones Organic Tequila
Matthew McConaughey introduced Pantalones Organic Tequila in 2023, bringing his signature laid-back charm to the industry. The quirky name is the Oscar winners way to remind people that tequila should be fun. Pantalones is certified organic, made from 100 per cent blue weber agave, and crafted in Jalisco, Mexico, using traditional methods. Unlike many celebrity tequilas, McConaughey promotes it as a tequila for everyone, rather than an ultra-premium luxury brand.
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4. Margot Robbie / Papa Salt Coastal Gin
Margot Robbie and four of her close friends are behind the two-year-old Papa Salt Coastal Gin. They took five years to perfect that refreshing, easy-drinking vibe. The result: an Australian-made spirit inspired by the laid-back coastal lifestyle. The gin is features locally sourced botanicals, including roasted wattleseed, pink peppercorn and wax flower. The profile is smooth and citrusy with a hint of salinity.
5. Ryan Reynolds / Aviation Gin
Ryan Reynolds became a major player in the spirits industry with Aviation Gin, an American craft gin known for its smooth, balanced flavor. Unlike traditional London Dry gins, Aviation has a more floral- and citrus-forward profile, making it highly mixable. Not a fan of your gin neat? Add a splash of Betty Buzz, Reynolds’ wife Blake Lively’s sparkling soda.
Reynolds not only invested in the company but also used his signature wit in marketing campaigns that helped Aviation skyrocket in popularity. He sold the brand to Diageo in 2020 in a deal reportedly worth up to US$610 million. Despite the sale, Reynolds remains the face of the brand.
6. Brad Pitt / The Gardener Gin
Brad Pitt already owns Chateau Miraval, a vineyard that makes excellent rosé, but he also broadened his liquor cabinet with Gardener Gin, which was launched in 2023 together with his wine collaborators, master distiller Tom Nichol and the Perrin family. The premium Provence-crafted French gin that pays homage to the French Riviera. It’s citrus-heavy with botanicals like pink grapefruit, lemon and bitter orange.
Also read: Tatler Picks: the best gins in Asia 2021
7. Bob Dylan / Heaven’s Door Whisky
Bob Dylan’s Heaven’s Door Whisky is named after his iconic song “Knockin’ on Heaven’s Door.” This premium spirits brand echoes his artistry and craftsmanship. Launched in 2018, the brand offers a variety of award-winning American whiskies, including Tennessee Bourbon, Double Barrel Whisky and Straight Rye. The bottles feature iron gate designs inspired by Dylan’s own metalwork sculptures, adding a personal artistic touch. Heaven’s Door has been praised for its complex flavours and smooth finish.
8. Beyoncé / SirDavis Whiskey
Beyoncé expanded her entrepreneurial ventures with SirDavis Whisky, a premium American rye whisky developed in collaboration with Moët Hennessy. The brand is named after her great-grandfather, Davis Hogue, a farmer and moonshiner during the Prohibition era. Before its official launch, SirDavis was anonymously submitted to several prestigious spirits competitions, earning accolades such as Platinum and Best in Class for American Whiskey at the 2023 SIP Awards, a Gold medal (95 points) from the 2023 New York International Spirits Competition, and a 93-point rating from the 2023 Ultimate Spirits Challenge.
9. Jay-Z / D’Ussé Cognac
Above Jay-Z has featured D’Ussé Cognac in many of his works, including in Beyoncé's ‘Drunk in Love’ hit
D’Ussé has been around for a while. Jay-Z launched it with Bacardi in 2012 and it was produced in France’s Château de Cognac, a cognac house that dates back to the 1400s. D’Ussé is crafted by Maître de Chai Michel Casavecchia, a legendary cellar master. The brand’s flagship products include D’Ussé VSOP (a rich and full-bodied cognac with notes of cinnamon, honey, and dried fruit) and D’Ussé XO, an ultra-premium expression aged at least ten years for a smoother, more complex taste.
In 2023, Jay-Z had a dispute with Bacardi, ultimately leading to him selling his majority stake in D’Ussé for a reported $750 million. However, he remains synonymous with the brand. After all, he did feature it in his songs and videos.
10. Kylie Jenner / Sprinter
Kylie Jenner has moved on from lipsticks, it seems. Sprinter is a line of 100-calorie canned vodka sodas. Made with premium vodka, real fruit juice and sparkling water, Sprinter offers a refreshing and convenient beverage option. Jenner worked with beverage expert Chandra Richter for over a year to develop the right product. The variety pack includes four flavors: black cherry, peach, grapefruit, and lime. Each 355-ml can contains 4.5% alcohol by volume (ABV) and is free from added sugars, catering to those seeking a low-calorie, gluten-free and vegan-friendly option.
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