We've all seen the hype around Kendall Jenner's 818 Tequila and Connor McGregor's Proper Twelve Irish Whiskey - but what attracts consumers to celebrity drink brands and why are some doing so well while others are a complete flop?
From insane marketing tactics to downright dire campaigns, some celebrity drink brands are flying off the shelves while others have been declared as a total failure.
Here is a deep dive into the world of celebrity drink brands... 🍸
THE BEST CELEBRITY DRINK BRANDS
Whether we love or hate the Karjenners (Kardashian-Jenner family), it's safe to say that Kendall Jenner's 818 Tequila brand has been a huge success, not only stocked nationwide in the US but also popular in the UK, with retail giant Selfridges now selling the spirit. Kendall's tequila comes in an array of flavours using only the most natural of ingredients and has worked closely with family-owned farms in Jalisco, Mexico.
Although Kendall's brand isn't perfect - she has nailed a couple of things. Firstly, the brand works alongside authentic tequila and agave manufacturers in Mexico ensuring good quality tequila is produced. Secondly, the company is committed to protecting the environment and all packaging is sourced from sustainably managed forests. Thirdly, she has a first-class marketing team. 🤩
From every influencer and celebrity in LA posing with a shot of 818 making it desirable to any young person wanting to try their favourite celeb's drink, to partnering with huge outlets that stock high-end designer brands such as Selfridges, 818 is everywhere - a marketing win that we can't deny.
WHAT MAKES CELEB DRINK BRANDS DESIRABLE? 🤔
When the liquor industry is already oversaturated what makes celebrity drink brands stand out from the usual Ciroc or Don Julio? We think it's down to a couple of factors...
EXCLUSIVITY
Celebrity brands aren't usually stocked in supermarkets and most aren't readily available everywhere, making the brands have a sense of exclusivity around them. Remember the saying 'you always want what you can't have'? That's exactly why exclusivity attracts custom - the more 'rare' a brand may seem, the more people want to get ahold of it.
Let's face it, Blake Lively's Betty Buzz and George Clooney's Casamigos aren't going to be bottles you can just pick up in our Sainabury's Local, and that makes them more attractive, with many purchasing celebrity drink brands for a special occasion only.
POPULARITY
Using Kendall Jenner's 818 Tequila as a prime example of the popularity factor of celebrity drink brands - these brands usually target a younger audience, one that can and will be influenced by seeing their favourite celebrities purchasing bottles in clubs or posing with them on their latest Instagram.
Brands like 818 had the likes of Hailey Beiber, Bella Hadid and Kim Kardashian enjoying the spirit and sharing it with more famous friends, and that can be a big factor in a brand's popularity.
Authenticity
Take Connor Mcgregor's Irish Whiskey brand for example - he is known for proudly being Irish, therefore, Irish Whiskey is very on-brand and authentic - customers will trust someone that they know has experience with the product they are promoting or selling, whether it's liquor, skincare, makeup or anything in between.
Authenticity sells, and it sells well.
Most of the celebrity companies that fail are due to it not being authentic to their personal brand, and that's the truth. Customers can smell inauthentic pitches from a mile away, and when a market is saturated with great brands, it's better to stick to something that actually matters to you.
SO, DO WE LOVE OR HATE CELEBRITY DRINK BRANDS?
We kind of love them, and here's why...
They experiment with the boundaries of marketing, and when a celebrity's passion is portrayed in a well-marketed product, it can totally be successful. Of course, this isn't the case with many celebrity brand 'flops' but some are great and we must admit that.
Would you shop a celebrity drink brand, or do you prefer sticking to the OG's of alcohol?
If you need any marketing help with your own brand, we're here. Audience are Search & Social experts - email us at hello@getaudience.co.uk. 📧
