You like their films and groove to their tunes, now you can sip their inspiration with these top celebrity spirits for 2025.
It seems that every other day there’s a new celebrity liquor brand being launched – a new mezcal from your favourite rapper, or a new rosé from that starlet of the big screen you fancy – and while some fade as quickly as so many artistic careers, the best stand the test of time and go on to become legitimate brands with loyal followings.
We, as consumers, can’t help but assign some of the same attributes to celebrity liquor brands as we do their patrons – quality, sophistication, integrity, and a little sex appeal, and there’s a reason for that. Celebrities (at least some of of them) tend to be savvy business people (or have business gurus working for them) who know the potential revenue-driving impact of attaching their name and image to something and also the pitfalls of promoting products that fall short (and vice versa, right Ciroc?), whether it’s a small batch bourbon, a luxury whisky, or a club-ready vodka.
While there have been failures – from Mariah Carey’s Angel Champagne, described by wine critic Stuart Heritage as “like a bottle of sweat that’s had an AA battery dropped in it”, and Pharrell Williams’ Qream liqueur, described as a ‘high-end leisure class’ cream spirit (even POTUS had his own pre-Oval Office vodka), there have also been successes, from Drew Barrymore’s Californian Barrymore Wines, and Channing Tatum’s Born and Bred Vodka, to Justin Timberlake’s Sauza 901 Tequila, and Drake’s Virginia Black Whiskey.
We round out some of the leading celebrity liquor brands – from pure passion projects from the most unassuming of stars, to billboard-styled partnerships between major producers and marques of the stage and screen – and take a look at the stories and people behind these seductive sipping collaborations.
Aviation American Gin
Brought to you by global film icon and all-round funny man Ryan Reynolds, Aviation American Gin was an existing but floundering spirit created by distiller Christian Krogstad and bartender Ryan Magarian as a “New Western Dry Gin” that sought to offer consumers a lavender and cardamom-forward alternative to the juniper-driven London Dry style.
That is, until the star backed it in 2018. Tired of being paid to promote other people’s products between film takes, Reynolds invested in the Oregon-based distiller and their floral and citrus-forward gin, which is made in small batches, in Portland, from Cascade mountain water and botanicals like coriander, anise seed, sarsaparilla and two types of orange peel.
An elegant expression of the modern gin movement (hence the “American” moniker), and one specifically designed to complement its namesake classic cocktail, Aviation American Gin, with Reynolds, as de facto ambassador, tapping into his Deadpool-esque charm spearheading an inspired (and hilarious) marketing campaign starring himself, went as viral as a spirit can, and by 2020 was acquired by spirits giant Diageo for US$610 million, with the celebrity retaining an ongoing ownership role. It now takes its rightful place among the world’s best modern gin styles.
Crystal Head Vodka
You might not have known that Canadian comedian Dan Aykroyd (he of Ghostbusters, Blues Brothers and Trading Places fame) had his own vodka, but I’m sure you’ve seen the bottle sitting like modern art at your favourite cocktail bar (I even have a bottle at home!).
The comedian and self-confessed ‘wild and crazy guy’, in collaboration with artist John Alexander, released his eye-catching Crystal Head Vodka in its skull-shaped bottle back in 2008, and since then, the brand has lent its skull motif to a host of fascinating limited-edition releases and artistic collaborations.
Created in Newfoundland, Canada, the vodka was born from the actor’s desire to create a truly pure, additive-free spirit, and the pair leaned into their fascination with the pre-Columbian legend of the 13 crystal skulls to create the iconic skull-shaped bottle, with help from the glassblowers of Bruni Glass in Italy.
Made from Canadian ‘peaches and cream’ corn, distilled four times and filtered a further seven (the final three through Herkimer diamond crystals (and not actual diamonds as popular culture would have you believe), Crystal Head promises a super smooth and unique expression of English wheat and blue agave, something that’s usually only associated with tequila. Expect touches of spice and sweetness, making this the perfect vodka for that classic martini.
Casamigos Tequila
Probably the poster boy of the celebrity spirit movement, Casamigos Tequila was launched in 2013 by Mike Meldman, Rande Gerber and their good friend (and global superstar) George Clooney, who decided to turn their love of good tequila into a spirit of their own.
The three have homes in Mexico and were increasingly frustrated by the quality of the tequilas on offer, which they found to either be harsh or overly expensive. They decided to do something about it, creating a high-quality tequila that doesn’t require the usual suspects like lime and salt to ease its passage (or permission from your broker to purchase).
The trio worked with distillers in Jalisco, Mexico’s tequila heartland, sampling hundreds of recipes (it’s a tough life being a movie star!) until they found one that created a spirit that was smooth, flavour-forward and which didn’t leave a painful legacy the next morning. Crafted from 100 per cent Blue Weber agave that’s roasted to perfection over 72 hours, the spirit is fermented for double the industry average, using a proprietary yeast, and then distilled twice in copper stills.
Available as a blanco, reposado and añejo (they also do a mezcal now), the tequila quickly grew a loyal fan base among spirit lovers who could get their hands on a bottle (only 1,000 were made annually).
That got the attention of Diageo, owners of Don Julio, who snapped up the brand for a cool US$1 billion. While the founders remain involved, and the tequila has won more than its fair share of awards, there are whispers that the recipe has since been tweaked by the conglomerate, although nothing has been proven.
Perfect for sipping (especially the añejo), Casamigos is not only a great tequila but also proof of what can happen if three passionate souls put their heads together (and one is a global heart throb).
Teremana Tequila
Dwayne “The Rock” Johnson may be the very picture of health and strength, but word is it he’s also a man who likes a drink from time to time, so much so that he too has his own tequila – Teremana.
A relative newcomer to the celebrity spirit scene – the actor launched the brand in 2020 alongside Jenna Fagnan, Ken Austin and Dany Garcia (his former wife) – Teremana Tequila is an ultra-premium, sustainably produced (we would expect nothing less from The Rock) spirit made from that iconic 100 per cent Blue Weber agave from Jalisco, and which is available in blanco, reposado, and añejo styles.
Riding on Dwayne’s success on the big screen, Teremana is a lovingly produced, small-batch spirit, crafted at the Destilería Teremana de Agave in Jesús María using traditional techniques in keeping with the brand’s “Spirit of the Earth” mantra, which honours the land, people and legacy of its creation.
The agave used is grown by the Lopez family, third-generation agave growers and second-generation distillers, and is roasted in traditional brick ovens to impart that subtle smoky allure tequila fans all love. Twice distilled in handmade copper pot stills, the spirit has a silky smooth mouth feel, with the blanco producing a bright, citrus-forward profile, while the Reposado, aged in ex-bourbon barrels, imparts touches of oak and vanilla.
Of course, having the name Dwayne Johnson associated with the brand doesn’t hurt a bit, with Teremana quickly becoming the number one celebrity spirit after its launch, with The Rock playing an active role in its marketing. If you’re a tequilophile looking for a spirit that’s infused with passion and purpose, this would be it.
Dos Hombres
For something a little edgier, you might like to try Dos Hombres, the mezcal launched in 2019 by Breaking Bad stars Aaron Paul and Bryan Cranston (aka Jesse Pinkman and Walter White). Apparently, working together to create the television sensation wasn’t enough for the duo, so, once the series ended in 2013, they set about collaborating on a new project, after drinking just the right amount of tequila during a sushi dinner in New York (or so the legend goes).
In a market saturated by tequilas (sorry Dwayne), the pair decided to go with mezcal, tequila’s scrappy cousin, a spirit in which they saw authenticity – and potential – with the name Dos Hombres or “two men” honouring their friendship.
Partnering with third-generation maestro mezcalero Gregorio Velasco from San Luis del Río, a small village in Oaxaca, the trio produces a traditional-styled mezcal from hand-selected Espadín agave, which is grown for six years in Oaxaca’s volcanic soil before being roasted in traditional underground pit ovens, fermenting for more than a week, and then double-distilled in copper stills.
Like their Breaking Bad performances, the result is smooth but full of complexity and character, so expect touches of smoke as well as a lingering hint of apples, mango, and citrus, lending Dos Hombres to classic tequila cocktails like the Paloma.
Despite a 2021 investment by Constellation Brands, the brand remains independently owned and operated, although expect all that effort and authenticity to come with a hefty price tag.
D’Usse Cognac
From tequila to timeless cognac. Shawn “Jay-Z” Carter is not only a hugely talented artist but also a very savvy businessman who has lent his name and insight to many a dynamic endeavour, including D’Usse Cognac.
Rather than going small and hoping that one of the big liquor companies brought him out, Jay-Z went straight to the money, launching D’Usse in 2012 in partnership with Sovereign Brands, owners of Bumbu Rum and McQueen & the Violet Fog gin, among others.
Produced in collaboration with Michel Casavecchia, the cellar master at the 200-year-old Château de Cognac, one of France’s oldest cognac houses, D’Usse was conceived as a modern take on this classic spirit, one that would honour the legacy of French eau de vie (right down to the Cross of Lorraine motif, which represents courage and perseverance) but translated for a more contemporary appeal.
To create the spirit, the brand uses Ugni Blanc, Folle Blanche, and Colombard grapes, which are double-distilled in copper pot stills and aged in French oak barrels to aid the development of a rich, complex flavour profile – so whether you’re sipping in the VIP section of a club or on the foredeck of your classic ketch, you’ll discover woody, floral, spicy flavours, with hints of cinnamon in the VSOP, which is aged for at least 4.5 years, and blackberry, apricot, and dark chocolate in the coveted XO.
The concept worked (Jay-Z even launched a limited-edition in a crystal decanter for his 50th birthday) with Bacardi, the owner of several household liquor brands including Patrón, Bombay Sapphire and 42 Below, buying the majority of the brand in 2023, positioning it as a spirit for cognac newbies looking to experiment with classic libations like the Sidecar.
Pantalones Tequila
It seems celebrities just can’t get enough of tequila, recognising that, for some reason, it’s the spirit that seems to resonate the best with their star appeal. Another case in point (and a favourite of mine) is Pantalones, created by Matthew McConaughey and his wife Camila, a Brazilian-American model and designer.
Launched by the couple (married since 2012) in 2023, making it among the newest celebrity spirits, and inspired by a chance meeting in 2006 at the Hyde Club in Los Angeles, where Matthew, always the smoothest in the room, made Camila a margarita, the brand is centred around an organic, fun-focused spirit that captures the essence of their relationship. With help from industry veterans Andrew T. Chrisomalis and Guillaume Cuvelier of Davos Brands (known for its work with Aviation Gin), Pantalones is making significant strides in the US tequila scene with plans for global expansion.
Created at certified organic distiller Tequilera Tap in Amatitán, Jalisco, Pantalones is made by fourth-generation tequila wizards using 100 per cent Blue Weber agave that’s grown on organic land.
Available in three expressions – Blanco, with its notes of cooked agave, honey, and citrus; Reposado, aged nine months in American oak barrels with touches of vanilla and agave; and Añejo, aged 15 months for lingering butterscotch and brown sugar flavours that make it a great sipping tequila – the spirit is coupled with a cheeky marketing campaign that includes claims it’s the best thing the couple has made with their pants on (Pantalones means “pants” in Spanish).
The Gardener Gin
Not to be left out by his big screen brethren, Hollywood A-lister Brad Pitt has also jumped on the celebrity liquor brand movement with The Gardener Gin, an elegant spirit that pays tribute to the timeless glamour of the French Riviera.
For The Gardener Gin, Pitt teamed up with the Perrin Family, owners of the Château Miraval winery and experts in sustainable agriculture, and lured master distiller Tom Nichol (former Tanqueray’s master distiller) out of retirement to create a delicious gin that captures the vibrant, sun-soaked essence of the French Riviera (where Pitt owns a home, naturally).
The result of this collaboration, launched in 2023, is an elegant and 100 per cent organic London Dry Gin distilled in Provence in small batches using copper stills. Crafted at the H. Theoria distillery in Hauts-de-France using classic botanicals like juniper, licorice, angelica, coriander, and a medley of citrus including, lemon, pink grapefruit, and sweet and bitter Cap d’Antibes oranges, The Gardener Gin is a savory, herb-forward tipple, with touches of fresh citrus and a warm menthol touch.
The gin is perfect for classic European concoctions like Negronis, Olivettes and of course, gin and tonics, sipped from the back of your classic Riva.
Brother’s Bond Bourbon
One of the few celebrity bourbons out there, and one that’s doing pretty well considering, Brother’s Bond Bourbon is the creation of former actor Ian Somerhalder and former co-star Paul Wesley (that’s right, the Salvatore brothers from The Vampire Diaries). Launched in 2021 as a high-rye mash spirit, the two tapped into their friendship, forged over many a bourbon-laced session on and off camera, to create a spirit that captured that camaraderie.
In fact, the duo took a hands-on approach when they teamed up with co-founder Vincent Hanna, spending a year perfecting their recipe for an elegant yet complex whiskey that was accessible yet appealed to aficionados, despite a rather high price point for such a young dram.
The award-winning result is a four-grain straight bourbon, aged in virgin American oak that boasts a soft, sweet profile with notes of honey, peach and vanilla, backed up by the spice of rye. The trio is now working on cask strength, rye and extra-aged versions.
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