Everyone is crazy about hard liquor: the last one is Sting, but there are many celebrities who sign Gin, Whiskey & Co.

In honor of one of his most famous songs, he named it “Every Little Thing She Does is Magic”: this is a new brand created by Sting, who, after drinking, decided to take up alcohol. But the English singer is just the latest in a long line of celebrities who have been conquered by the spirit world. Artists have wised up and, in order to diversify their investments, have focused on sectors that today have a high rate of return, which is greatly facilitated by their notoriety, which allows them to give the products they sign, increased visibility, reinforcement through social networks, unthinkable to get from anyone else. From Jennifer Lopez to George Clooney, from Kendall Jenner to Rita Ora, from Adam Levine to Kate Hudson, from Ryan Reynolds to Metallica, through Michael Jordan, David Beckham, Bob Dylan and even Elon Musk, the list of celebrities who create or acquire stakes in alcohol brands.
Sting, who has been producing wine in Italy for many years with his Tenuta Il Palagio, in Valdarno (acquired in 1997), obviously wanted to explore new territories: with the newborn branch of the company – through his company Steerpike Limited – he would be able to produce in the future various types of liquors (brandy, cider, cocktails, gin, kirsch, rum, sake, vodka and whisky), adding to their already considerable assets, which will amount to 430 million pounds. Myself Jennifer Lopez recently launched in the soft drinks sector Delola, a line of three drinks based on vodka, tequila and amaro, inspired by Spritz and Italy, George Clooney he founded Casamigos in 2013 with his partner and friend Randy Gerber, husband of top model Cindy Crawford. Initially, the ultra-premium tequila was supposed to be consumed in the company of Clooney and Berger, but its taste and quality soon convinced them to offer it to the general public around the world. Together with their main distiller in Jalisco, Mexico, they experimented and tasted for years. Today they produce three references that differ in age: Casamigos Blanco, Casamigos Reposado and Casamigos Añejo. In fact, Casamigos was sold for a record $1 billion in 2017 to Diageo (a global leader in the alcoholic beverage market with numerous brands including Johnnie Walker, J&B, Smirnoff, Baileys, Tanqueray and Guinness), although the founders remain involved in the activity. brand. especially regarding promotion.
The supermodel also signs strictly Mexican-made tequila. Kendall Jenner, one of the most popular Generation Z stars in the world (293 million followers on Instagram), and also a member of the extended Kardashian family. He is called 818 after the zip code of Calabasas, the California city where he lives, and has already received many awards. But Kendall’s B Corp-certified tequila is also eco-friendly, with 1% of the proceeds from every bottle sold going to charity.
Tequila seems to be on the rise among celebrities: The Rock, Nick Jonas and Adam Levine are also owners or partners of tequila brands. Rockborn Dwayne Douglas Johnson, internationally renowned actor and wrestler, best known for the Fast & Furious film series, produces Teremama; singer Nick Jonas – who has sold 17 million albums with the Jonas Brothers and is married to star Priyanka Chopra – signs with Villa One; Maroon 5 frontman Adam Levine instead, he made his debut in the world of spirits with Calirosa, a brand he invested in in tandem with his wife, model Behati Prinsloo, the face of Victoria’s Secret.
Actress Keith Hudson instead, she added craft vodka to her already diversified investment portfolio: King Street is brewed with alkaline water, distilled seven times, and then filtered. The star claims to have created it after she realized that no label suits her when making cocktails for friends, and besides, none of the brands she knows were created by women. So he decided to start his own. Very feminine, has a floral label and a clean and smooth taste with hints of vanilla.
Actor and sex symbol Ryan Reynolds – the husband of equally famous actress and model Blake Lively – in 2018 acquired an important stake in Aviation Gin, which he became evidence of, which contributed to its rapid growth in the market. Then, in 2020, just as happened with Casamigos, Diageo acquired the brand, albeit specifying that Reynolds would remain on the team. More tequila for a basketball star Michael Jordanconsidered the best basketball player of all time, who, along with other partners, billionaires and NBA team owners, founded Cincoro in 2016.
OUR metallica, a historic heavy metal band, instead releases a line of Blackened whiskeys (named after their album’s opening song “… And Justice for All”), which feature aging in barrels that “act” on sound waves. the music of the group, sounded to its fullest. A special subwoofer was used to maximize the frequencies and push them into the drums, and the bottles are sold with a specially created playlist. Always following the musical spirit, ALTERNATING CURRENT they created the Thunderstruck tequila, which takes its name from their legendary footprint and is just the group’s latest investment in the beverage sector after wine, beer and energy drinks. Pop star Justin Timberlake joined the Casa Sauza brand by signing Sauza 901, a triple distilled tequila. The liquor brand co-created by the singer-songwriter and Nobel Prize winner could only be called Heaven’s Door. Bob Dylan: The distillery is located in Kentucky and produces traditional American bourbons and whiskeys. Iron gates, personally made by Dylan, are featured on the labels of waste bottles collected around the world.
David Beckham plunged into the world of spirits by buying a share of Haig Whiskey, an ancient Scottish distillery owned by the usual giant Diageo: the bottle is signed by the former Manchester United, Real Madrid and England star – married to Posh Spice Victoria Beckham, now an established stylist – is Haig Club, a limited edition featuring a cologne-like packaging in a very sophisticated blue. But beware: according to the latest rumors, Beckham would take a step back in his collaboration with Diageo, also with the aim of creating his own brand.
Actor Dan Aykroyd, the star of iconic films such as The Blues Brothers and Ghostbusters, launched Crystal Head Vodka in 2007 in collaboration with artist John Alexander. Distilled in Canada, it is sold in a recognizable skull-shaped bottle (manufactured in Italy by Bruni Glass of Milan). Also Robert DeNiro opted for vodka, becoming the property of the New Zealand brand VDKA 6100, and the singer Bruno Mars preferred rum: since 2014, he has been co-owner of Selvarey, which means “king of the jungle”, based in Panama. Actor Bill Murraytogether with the famous Russian dancer and actor Mikhail Baryshnikovco-owner, as well as an image person, of the Slovenia Vodka company, pop singer Rita now is the co-owner of Prospero Tequila, a sustainable all-female brand, while the sex symbol Channing Tatum released Born and Bred American Craft vodka. Actor Matthew McConaughey for several years he was the creative director and spokesperson for Wild Turkey, one of the most important whiskey producers in the United States, producer and rapper Jay Z (also known as Beyoncé’s husband) chose to open up abroad, creating with Michel Casavecchia, one of the world’s most important cognac experts, the prestigious D’Ussè brand, most of which was acquired by Bacardi last February. Finally, even the richest man in the world has not escaped the charm of spirits. Elon Musk in fact, he created a Tesla Tequila with a futuristic lightning-shaped bottle. Aged for 15 months in French oak barrels, it is produced in collaboration with the Nosotros brand and distributor Speakesy: for now it is only available in the US for $250 a bottle.