What do Ryan Reynolds, George Clooney and Matthew McConaughey all have in common — other than their striking good looks, of course?
They’re all proud owners of their very own spirit brand. The allure of sipping like a star has taken the spirits world by storm. From Kevin Hart’s Gran Coramino tequila to Jay-Z's Armand de Brignac bubbly, there’s no shortage of celebrity-toted alcohol brands in Hollywood, but where did this trend arise and what makes it so appealing?
Let’s take a step back in time to the 1950s when a little-known Lynchburg whiskey company by the name of Jack Daniel’s was but a small regional brand moving just under 150,000 cases annually. That is until one day, Frank Sinatra stepped onto the stage and proclaimed his love of Jack Daniel’s to the world in one sentence: “Ladies and gentlemen,” he uttered, “This is Jack Daniel’s, and it’s the nectar of the gods.”
The idea of imbibing like one of the most acclaimed jazz singers of the century seemed too good a chance to pass up for his mass fanbase. This moment led Jack Daniel’s to more than double their sales and become a world-renowned brand within a few years of this grand endorsement.
It wasn’t until the early 2000s when the idea of actually owning a spirit gained traction, and it all started with Hip Hop legend Jay Z. Purchasing a piece of Armand de Brignac, a luxury Champagne brand, he built his own line, aptly named Ace of Spades. Produced by one of the world’s oldest and most respected champagne houses, the Cattier family of Chigny Les Roses, Jay Z wanted to curate a brand synonymous with his jet-setting, high-roller lifestyle. Everything from the glitzy metallic design to the liquid itself screamed luxury and, as expected, was a huge success.
It wasn’t long before word spread, and a slew of other celebrities followed in his footsteps. Here are a few major players that are reigning supreme.
Kendall Jenner - 818 Tequila
One of the latest newcomers to the trend is Kendall Jenner, who launched 818 Tequila in early 2021 with “818” referring to her home area code of Los Angeles. With three variations of tequila, including Blanco, Añejo, and Reposado, the brand focuses on transparency and sustainability as part of their brand story and ethos.
In light of this, they’ve partnered with Mexican nonprofit SACRED, a charitable organization that helps improve lives in rural Mexican communities where agave is cultivated. Together they began a program called 818 bricks, where they use the leftover agave pulp to produce sustainable bricks that are then utilized to build valuable community buildings. As for the tasting notes, the flavor has a heavy vanilla profile across all three varieties, with the Añejo and Reposado leaning sweeter and richer with age.
George Clooney - Casamigos Tequila
Casamigos Tequila was the brainchild of George Clooney and his friends Rane Gerber, husband of supermodel Cindy Crawford, and businessman Michael Meldman. It was while Clooney and Gerber were holidaying in Mexico that the concept came about. They hit the bars and restaurants in the local town and, as you do in Mexico, drank a lot of tequila. They found a mixed bag of quality, flavor, and price. Some tequila brands were good, some not so good, and the great ones were expensive. That’s when they came up with the idea for Casamigos — a superior quality tequila that didn’t burn going down, hit the right flavor profile, and didn’t give you a hangover the next day.
Two years and 700 samples later, they found the goldilocks of tequila; one that was just right. They brought on their third member, Meldman, to lend his savvy business smarts to launch the brand, and it took off. The palate on the Blanco is light, smooth, and fruit-driven, with notes of tropical papaya and guava. The Reposado and Añejo age in American white oak barrels for seven months and 14 months, respectively, allowing them to carry the same fruity profile of the Blanco but with a pronounced caramel note that gets richer and stronger with age.
Ryan Reynolds - Aviation Gin
Canadian-American actor Ryan Reynolds purchased a stake in Aviation Gin in 2018, although the brand itself had been around since 2006. His reasoning for becoming co-owner of Aviation Gin was simple — he thought it was the best gin on the market. He single-handedly put the brand on the map with his deadpan humor and offbeat creative direction.
As an American Dry gin, the palate has a less pronounced juniper profile. Instead, the flavor leans spicy with floral notes. Cardamom, cinnamon, lavender and orange peel are all prominent in the taste, with a sweet and slightly peppery finish.
Bryan Cranston and Aaron Paul - Dos Hombres Mezcal
The Breaking Bad duo came up with the idea for Dos Hombres Mezcal shortly after wrapping El Camino: A Breaking Bad Movie in 2019. The two had formed a special bond as colleagues and friends during their time on set and wanted to explore a different avenue of working together. It was while sitting at a bar in NYC, sipping their spirit of choice, that they came up with the idea to form a mezcal brand.
As two self-made men from working-class families, they came up with the name Dos Hombres which loosely translates as “two guys on a quest.” The mezcal itself has a firewood-like smokiness that is complemented with a fresh and fruity palate with notes of mango and sweet wood.
Ian Somerhalder and Paul Wesley - Brother's Bond Whiskey
At one point in time, the monster du jour of Hollywood was the vampire; it made its way into the zeitgeist in a not-so-monster-like form. Seductive and handsome replaced the eerie and creepy creature-like vampires of classic literature, and in an instant, vampirism became the hottest trend in showbiz. The Vampire Diaries was one of the few hit shows to rise above them all. The plot revolved around the Salvatore brothers, played by Ian Somerhalder and Paul Wesley.
It ran for eight long seasons, and after nearly a decade of working together, the two co-stars developed a brotherly bond off-screen over their love of good bourbon. Somerhalder, a Louisiana native, grew up around southern whiskey culture and naturally had a vast knowledge and appreciation for the spirit. Sipping bourbon off-set after hours became something of a ritual for them, and so in 2020, they announced Brother’s Bond Straight Bourbon Whiskey. Coming in at 80 proof and aged for at least four years, the palate is smooth and approachable for the new whiskey drinker. The flavor is light and crisp with notes of banana bread, baking spices and dried fruit.
Sam Heughan - Sassenach Whisky and The Sassenach Select Tequila
In 2019, Scottish star Sam Heughan of Outlander made the jump from screen to spirit with his brand Sassenach Whisky. The name is a nod to his on-screen love interest, Claire, whose character is nicknamed Sassenach.
As an avid lover of Scotch, Heughan talked about it being a lifelong dream to have a dram of his own. After almost five seasons on Outlander and spending extensive time filming in the beautiful home of Scotch whisky, the star finally made the leap and founded his own brand of scotch. The liquid is a premium blend of single malt and single grain whisky, inspired by the Highland landscape where his show Outlander is set. The unique palate comes from aging in casks that previously held fine Madeira wine, which carries notes of peach, apricot, honey, and butterscotch.
Huegan also recently launched Sassenach Select Tequila in collaboration with El Tequileño. This limited-batch tequila is a bold expression of two cultures. Meant to be consumed neat, the vanilla and caramel notes linger on the palate, evolving into more complex flavors.
LeBron James - Lobos 1707 Tequila
Lobos 1707, the Spanish word for “wolves,” is yet another tequila brand to be backed by a celebrity — this time by sports legend and NBA superstar LeBron James. The brand was founded by Diego Osorio, Chief Creative Officer, and CEO Dia Simms, who also worked with Sean Combs on DeLeón Tequila and Cîroc Vodka. In 2020 James first stumbled upon Lobos when vacationing in the Mediterranean and loved it. When he got home to Ohio, he wondered if his taste buds were under the influence of his serene surroundings in the Mediterranean and wanted to try the tequila again in his small hometown of Ohio.
He tried it again and still loved it — even in Ohio. In an interview, he said, “If it tastes great in Akron, Ohio, then I know it’s the right thing.” The tequila is finished in Pedro Ximénez barrels from Spain using the solera system, which gives the palate a sweet and oaky profile. The brand is known for its Extra Añejo bottle, which they dub the “alpha tequila.” The notes are a mix of citrus, sherry, and molasses.
Dan Aykroyd - Crystal Head Vodka
You may know him as everyone’s favorite 90s Ghostbuster, Ray, but he also happens to be another celebrity trailblazer in the spirits industry. After a long and successful career on-screen, he found his way into the spirits business importing Pátron Tequila into Canada. Later down the line, he came across a gap in the market for clean, additive-free vodka. His friend, who happened to be the remarkably talented artist John Alexander, had an idea for a bottle design that resembled the world’s most mysterious archaeological artifact, the Mitchell-Hedges Skull. Together the two created the ultra-premium vodka brand that is Crystal Head Vodka.
Using fresh Newfoundland water and a filtration process that uses Herkimer diamonds, everything about the brand is clean, pure, and categorically cool. The original formula comes in an elaborate glass skull-shaped bottle with vodka made from locally sourced Canadian sweetcorn, which delivers a silky-smooth palate with a hint of sweetness and vanilla. Read more about Dan Aykroyd in this Behind the Brand interview.
In Closing
Of course, there are plenty more to try outside this list and even more that are currently in the making. Chances are, by the time you finish reading this article, your favorite celeb will be launching or at least thinking about launching their own brand of bubbly or tequila. Try them all at least once, and you may be surprised to find a few that will be regulars on your home bar. For more, check out the full collection of celebrity spirits.
