It seems the 2020s have resulted in consumers saying ‘goodbye’ to the days where every celebrity fragrances dominated department store shelves, to celeb-backed alcohol brands edging their way onto our spirit shelves.
Celebrity backed and endorsed alcohol brands have taken the A-List world by storm over the last 5 years, with many celeb’s social media pages filling up with product launches, “exciting announcements,” and the occasional “stepping back to focus on a new passion project” statements…usually involving a beautifully bottled spirit.
From Kendall Jenner’s 818 Tequila, George Clooney’s Casamigos Tequila, and Ryan Reynolds’ viral Aviation Gin (the latter two brands now owned by Diageo), while these brands may be backed by considerable star power, they often taste remarkably good as well.
With a seemingly endless parade of celebrity wines, liqueurs, RTDs, spirits and even mocktail mixers, how do Venue Managers determine which (and if) these brands deserve a spot on your bar shelf?
Top Things to Consider for Your Bar and Venue
- Notability and Brand Association
- While ownership of the brand may change hands (as is the case with Aviation Gin and Casamigos), the celebrity association often lingers. Your customers are likely to connect brands they are familiar with to their favourite stars, driving curiosity and potential sales.
- For example, Ryan Reynolds is renowned for adopting self-deprecating and comedic advertising tactics, often resulting in viral reach and international recognition. As such, this kind of reach means that many consumers still associate Aviation Gin with Reynolds, despite it no longer falling under his ownership.
- Taste and Versatility
- While those of us who have been in the hospitality game for years may be quick to dismiss these brands as mere marketing ploys, many of these brands are backed by significant investment and expert craftsmanship….resulting in a high-quality product.
- For example, Kendall Jenner’s 818 Tequila has won 16 blind tasting awards at highly regarded industry competitions.
- Rather than simply having these products sit behind the bar for straight pours only, why not consider other ways these products can be incorporated into your food and beverage menus. Can you craft a series of cocktails featuring these ingredients? Let your Chefs have some fun and explore creative ways to incorporate these into cooking methods and feature dishes.
- Exploring creative ways to feature these products in an eye catching way across your menus can introduce your customers to new products and, potentially, boost sales for certain customer demographics.
- Understanding Your Market
- Don’t just go and stock up on the latest ‘in-thing’ to hit the shelves, you’ll need to have a solid understanding of your venue’s demographic before considering what products should feature on your menu.
- City Bars – Many bars located in metropolitan areas close to nightlife or the CBD will often play host to the younger demographic, primarily made up of Gen Z’s and Millennials. Consider brands from celebrities who reflect your target customer profile. Margot Robbie’s Papa Salt Gin is the perfect example of this, featuring in trendy Brisbane bars such as ‘Mr Percival’s’ by the river, and ‘Sixes and Sevens’ in Fortitude Valley. Margot’s public facing personality is reflective of the clientele, bubbly, young and successful, the types of customers likely to frequent these types of establishments.
- Pubs/Hotels/Clubs: The hospitality industry has been non-stop over the past few years when it comes to renovating and re-inventing countless venues. With families and younger markets in mind, these types of venues are seeing increased visitation from younger markets, as these recently renovated spaces have become more inviting and comfortable. Use your loyalty data to determine if you have a cocktail market…and if so, who are they? Do you have a dedicated spirits bar? What demographic do these clientele fit and which celeb would they be likely to resonate with and respect?
This Trend is Here to Stay (for now at least)
The days of scoffing at celebrity backed beverage ventures are well and truly behind us. With the global spirits market predicted to reach 2.2 billion dollars in global revenue in 2025, this craze of celeb-backed alcohol brands is showing no signs of slowing down anytime soon. With these brands being bought out by notable brands such as Diageo, they’ve surely got to have something good going for them!
By carefully considering your customer profiles and creative ways to include these products on your menu in eye catching ways…you never know, you just might find you have a new bestseller on your hands.
