For years, tequila has dominated the world of celebrity-backed alcohol brands. From George Clooney’s multi-million-dollar success with Casamigos to Kendall Jenner’s widely recognized 818, the spirits industry has seen a flood of high-profile endorsements.
However, the landscape is shifting. The once-thriving tequila market has faced setbacks, leading celebrities to explore a different approach—ready-to-drink (RTD) cocktails.
The Decline of Celebrity Tequila Brands
The past decade saw an explosion in celebrity-owned tequila labels. With increasing demand and lucrative deals, it seemed like an unbeatable market. However, recent industry data tells a different story.
Over the last two years, the spirits sector has encountered significant struggles, impacting even the most recognizable names in the business. Between 2022 and 2023, the growth rate for celebrity tequila brands declined from 40% to just 16%.
According to industry expert Marten Lodewijks, this downturn has made many public figures hesitant to launch new spirit brands. While some major names—such as Beyoncé with her Texas-based whisky and Megan Thee Stallion with her tequila line—have entered the market, the overall trend points toward a slowdown.
“Celebrities are looking at where the real opportunities lie. They’re making strategic investment choices rather than simply jumping into the tequila trend,” says Lodewijks.
The Shift Toward Canned Cocktails
As the market for traditional spirits faces challenges, the RTD category is gaining traction. Data suggests that this segment is set to grow by 6% between 2023 and 2028. This shift is not just about convenience—it’s about evolving consumer preferences.
Actor Miles Teller was one of the first to recognize the potential in this space, joining the Finnish Long Drink brand as an investor in 2019. More recently, high-profile figures such as Kylie Jenner and Hailee Steinfeld have launched their own canned cocktail brands. The focus has moved beyond simple spiked seltzers to high-quality beverages crafted with premium ingredients.
Public relations expert Kate Laufer Gorenstein, who has worked with several celebrity-backed alcohol brands, notes that the RTD market is becoming more sophisticated. “Consumers aren’t just looking for a fun drink anymore. They want real ingredients, authentic flavors, and a brand identity they can connect with,” she explains.
A Rising Interest in Non-Alcoholic Alternatives
Another category gaining momentum is non-alcoholic beverages. Health-conscious consumers and those choosing to cut back on alcohol are fueling this movement. Industry projections indicate that the non-alcoholic market will grow by over $4 billion by 2028.
Celebrities who have chosen to reduce or eliminate alcohol from their lives are entering this space as well. Tom Holland, Katy Perry, and Blake Lively have each launched their own non-alcoholic drink brands, offering everything from botanical blends to alcohol-free sparkling beverages.
Lodewijks believes this is only the beginning, stating, “We’ll likely see more public figures entering the non-alcoholic category as they align with a growing consumer base that values health and wellness.”
The Key to a Successful Celebrity Alcohol Brand
Not every celebrity-backed alcohol brand finds success. While star power can boost initial interest, longevity depends on the quality of the product. Lodewijks emphasizes that consumers quickly recognize when a celebrity is involved purely for profit rather than passion.
“If the drink isn’t genuinely good, no amount of fame will sustain it. The most successful brands have celebrities who are actively engaged—not just during the launch but throughout the entire journey,” he explains.
Laufer Gorenstein echoes this sentiment, stating that her PR firm has turned down partnerships with celebrity brands that seemed more focused on revenue than authenticity.
“The best brands have a personal connection between the celebrity and the product. Consumers can sense when there’s a real commitment behind it,” she says.
The Future of Celebrity-Backed Alcohol Ventures
While the tequila boom may be slowing, celebrities are not stepping away from the alcohol industry altogether. Instead, they are shifting toward categories with greater potential, including RTD cocktails and non-alcoholic alternatives. This evolution reflects changing consumer habits, where convenience, quality, and health-conscious choices are taking center stage.
As the industry moves forward, one thing remains clear—success in this space requires more than just a famous name. Whether it’s tequila, canned cocktails, or alcohol-free beverages, the brands that will stand the test of time are the ones that prioritize quality, authenticity, and genuine consumer engagement.