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Top celebrity drinks launches of 2024
Which stars are chasing the whiskey crowd? And which are going after RTD fans? db rounds up the best celebrity drinks launches of the year.
This year has been chock-a-block with celebrity drinks launches, with A-Listers jostling to get their product to market and into consumers’ shopping baskets.
But first, a quick look back to last year’s slew of star-spangled releases.
Action hero Jean Claude Van Damme released Irish whiskey Old Oak, boxing champion Canelo brought out a Tequila-based RTD called VMC, and Blur bassist Alex James put his name to Britpop Sparkling Wine.
2023 also saw singer Rod Stewart unveil Wolfie’s Whisky, and actress Blake Lively launch Betty Booze RTD. Plus, Formula One driver Lewis Hamilton showcased his alcohol-free drink Almave, made using Blue Agave.
Other celeb ventures went on to secure significant investment sums to drive their brands forward. In October 2023, for example, R&B star Ciara snared US$1 million from Chicago-based InvestBev Group to help her Ten To One rum brand expand into new markets. Subsequently, the singer was able to bring the Caribbean-inspired rum to UK retailers in 2024.
Ambassadors
This year, a smattering of famous faces aligned themselves to existing drinks brands. Actor and DJ Idris Elba released music for Grey Goose, Wu-Tang Clan member RZA penned a poem for Scotch whisky brand Ballantine’s and footballing ace David Beckham continued to be the face of Stella Artois. Meanwhile, Carol star Cate Blanchett became creative director of Toku sake, and Aquaman actor Jason Momoa fronted campaigns for Guinness.
Below, you’ll find the hottest celebrity-owned drinks brands from this year. These are products in which celebs have been involved in every aspect from blend to bottle design.
Read on for the Class of 2024.
Beyonce and SirDavis
Beyoncé partnered with Moët Hennessy to launch SirDavis, an American whiskey with Japanese influence, named after her great grandfather. The global superstar said she sought out Moët Hennessy, rather than the other way around, to craft the blend. The drinks company then assigned Master Distiller Dr. Bill Lumsden, who has worked on Scotch whisky brands Glenmorangie and Ardbeg, to lead the task.
SirDavis is named after Davis Hogue, Beyoncé’s paternal great-grandfather; a farmer and a moonshiner in the American South during Prohibition.
“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated,” said Beyoncé. “SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy.”
The bespoke mash bill (51% rye and 49% malted barley) combines a mouthfeel and texture “reminiscent of Japanese and Scotch whiskies” alongside the “robust and deep flavours” of American rye.
Beyoncé was hands-on in designing the brand’s ribbed glass bottle. It features a black medallion with a bronzed horse, said to symbolise strength and respect, as well as Beyoncé’s Texas roots. SirDavis is finished, blended and bottled in her home state of Texas, and the brand is headquartered in Houston.
Price: SirDavis retails for £79 per bottle.
Kylie Jenner and Sprinter
The youngest Jenner sister launched canned vodka soda RTD Sprinter, made with “premium vodka, sparkling water and real fruit juice”.
Marked towards the low-calorie crowd, each 4.5% ABV can contains just 100 calories, and “no added sugar”, according to Jenner. The Keeping up with the Kardashians star worked with drinks developer Chandra Richter during the year-long process of creating Sprinter.
Richter remains head of product development and operations at Sprinter, while Jenner utilises her 400 million plus Instagram followers to promote the brand.
“Sprinter is my answer to the growing consumer demand for quality canned cocktails,” said Jenner. “We’re adding to a market dominated by only a few players. Not only does Sprinter have unique branding, it’s also the best vodka soda I’ve ever tried. I can’t wait for people to taste it for themselves.”
Jenner brought the brand to market in March. By August she had secured a national distribution deal across the US with Southern Glazer’s. Sprinter is currently available in black cherry, peach, grapefruit and lime flavours.
Price: Sprinter is priced at US$19.99 for a pack of eight cans.
Jamie Foxx and BSB (Brown Sugar Blend) Whiskey
The Django Unchained star teamed up with spirits incubator WES Brands to launch a cinnamon flavoured whiskey blend. Housed in a matte, black bottle with a glow-in-the-dark logo, the 35% ABV product combines “the aromatic spice of cinnamon with the rich, comforting sweetness of brown sugar.”
WES Brands has previously worked with singer Michael Buble on his Fraser and Thompson whiskey brand, and Hollywood actor Mark Wahlberg’s Flecha Azul.
Blended and bottled in Columbia, Tennessee, BSB was two years in the making.
Foxx, who is brand owner and creative director of BSB, plans to release a range of branded merchandise and apparel including BSB hoodies, baseball caps and glassware as an extension of his flagship whiskey.
“As an avid whiskey drinker, owning a brand that is sippable and unlike any other has been a life goal of mine; I’m finally making that happen,” said Foxx. “BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.”
Price: BSB Whiskey is available at the recommended retail price of US$24.99 per bottle.
Dr. Dre and Snoop Dogg and Gin & Juice
Rappers Dr. Dre and Snoop Dogg launched the “subtly carbonated” RTD Gin & Juice in February. The release was timed to mark 30 years since the song by the same name came out.
Patrick Halbert, Andrew Gill and Rocco Milano, who founded On The Rocks Cocktails, will “lead the company’s operations”. Another major investor is record company exec Jimmy Iovine, co-founder of Beats by Dre.
By July, Gin & Juice had exploded onto the UK market via nearly 1,000 independent retailers, as well as on-trade locations and music festivals.
The range of gin-based ready-to-drink cocktails is available in apricot, citrus, melon and passionfruit flavours.
Price: Gin & Juice retails for US$35.99 for a pack of eight.
Dolly Parton and Dolly Wines
The legendary country singer unveiled her Dolly Wines range this summer in collaboration with Accolade Wines. The first wine to go on sale was US exclusive Dolly Wines California Chardonnay 2023. The singer says it offers “a blend of white peach, sweet cream, and toasty oak for a perfectly balanced sweetness.”
This was followed by a rosé and a Prosecco, with a sparkling wine due to launch in Australia.
Accolade Wines chief marketing officer Sandy Mayo said: “We are beyond excited to bring Dolly Wines to the world.
“Dolly was involved in all aspects of each wine. We think they capture her captivating sense of fun and sparkle perfectly. Like the lady herself, we think everyone, everywhere will love it. Go ahead, pour yourself a cup of ambition!”
Price: Dolly Wines California Chardonnay retails for US$15-17 per bottle. In the UK, Dolly Wines Rosé and Dolly Wines Prosecco are available from Asda for £9.25 and £10 respectively.
Kylie Minogue and 0% Sparkling Blanc
The latest release from the ‘pop princess’ is Kylie Minogue 0% Sparkling Blanc. Given the success of her 0% Sparkling Rosé, which has sold more than 1 million bottles, the new addition to the range is likely to fly off shelves at breakneck speed.
Like Kylie’s pink fizz, the white version is made without using any de-alcoholisation techniques, such as reverse osmosis.
Instead, its production team uses “good bacteria so the grapes go through the fermentation process but don’t produce alcohol,” says Paul Schaafsma, MD and founder of Benchmark Drinks, which distributes Kylie Minogue Wines.
“Then we infuse the wine with green tea to bring depth and tannin.”
Speaking to db, Schaafsma said: “Kylie has visited all the wine facilities, been involved in all the final blends, been to all the major trade fairs. It’s clear to the industry that she is committed, and this is something she wants to do for the rest of her life.”
Price: Kylie Minogue’s 0% Sparkling Blanc retails for £6-£7 per bottle.
Andrea Bocelli and Boccelli1831
Classical singer Bocelli teamed up with Italian wine group Zonin1821 to produce a range of wines that express his Tuscan heritage.
Named Bocelli1831, the range comprises three wines: a Prosecco DOC, a white blend of Viognier and Vermentino, and a red blend made from Sangiovese, Merlot, Syrah and Cabernet Sauvignon.
Speaking to db, Bocelli explained that the grapes are are sourced from the hills of Valdera in Tuscany “where my ancestors lived and worked”. It’s also where his brother Alberto still manages the family farm.
With powerhouse Zonin onboard, and Bocelli’s following (he has sold more than 90 million albums and generated more than 16 billion streams) the range is sure to be a hit.
Bocelli added that music and wine often share a common language. “Singing comes from a wave of euphoria, almost from the need to express oneself beyond words. In this sense, wine can also open the soul.”
Price: Bocelli1831 wines will be commercially available in the first quarter of 2025, priced at £11-£12.50 per bottle.
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