Top 10 celebrity spirits brand ambassadors
Beautiful actresses, smouldering models, football heroes and rap stars have all lent their names and faces to promoting spirits brands over the years.
Mad Men star Christina Hendricks is one of our top 10 celebrity spirits brand ambassadorsCelebrity endorsements is a well practised marketing tactic, and has proven to be particularly effective in competitive industries such as spirits.
Whether to increase their global profile or reflect a change of image, brands frequently recruit famous faces to front new campaigns.
Last year, one of the most famous men in the world teamed up with Diageo to re-launch a grain Scotch whisky brand, while a Hollywood actress put her love of Bourbon to good use.
Meanwhile, a world-famous rap star attempted to make cachaça a household name and an underwear model lent her talents to promoting an orange liqueur.
Click through the following pages to see our pick of the top 10 celebrity spirits brand ambassadors.
Mila Kunis
Black Swan and Friends with Benefits Star Mila Kunis was enlisted by Jim Beam as spokesperson for its first global marketing campaign, called Make History, last January. An avid Bourbon-lover, Kunis was described as the “perfect partner” to front Beam’s campaign, starring in a number of advertisements for the brand. She followed in the footsteps of Hollywood heartthrob Leonardo DiCaprio, who starred in Beam’s Asia advertisement in 2013.
Michael Owen
Retired footballer Michael Owen signed up as the global ambassador for Spey Whisky under a three-year deal with the distillery. The partnership marked the first drinks association for the former England striker, who also played for the England, Liverpool and Real Madrid. In November last year, Spey Whisky Michael Owen 1412 and said the footballer would act as a “Trojan horse” for its products in China, due to Owen’s widespread appeal in the region. However, his first commercial was widely criticised as “cringey”.
Laetitia Casta
Former Victoria’s Secret model Laetitia Casta joined French triple sec brand Cointreau earlier this year as its new creative director. The French model and actress, also a brand ambassador for L’Oreal, will deliver a programme of activity designed to “inspire women” over the next two years. In March, Casta starred in the first “webisode” for the brand that depicts the legacy of Louisa Cointreau, wife of the brand’s founder Edouard Cointreau.
Jude Law
Following on from famed model David Gandy, Jude Law was recruited by Diageo to star in a short film to promote Johnnie Walker Blue Label. Directed by Ridley Scott’s son Jake Scott and also starring Italian actor Giancarlo Giannini, the six-minute film, called A Gentlemen’s Wager, tells the story of a wager between two men “striving for personal progress through the quest for a truly rare experience”. Law, star of Alfie and The Talented Mr Ripley, can even be spotted showing off his dance moves.
Snoop Dogg
Rap star Snoop Dogg announced his partnership with Cuca Fresco cachaça in October 2014, becoming both an ambassador for and shareholder in the brand. Aiming to make cachaça a household name and emulate the success of fellow music mogul P Diddy, Snoop linked with Spirits Consulting Group (SCG) in the US to assist a roll-out of the artisanal brand across the country. The first advertisement for Cuca Fresca starring the Snoop Doggy Dog and Beautiful hit-maker was unveiled in October.
David Beckham
One of the most high-profile celebrity spirits brand endorsements announced in recent years was that of football superstar David Beckham and Diageo’s Haig Club single grand Scotch whisky. The brand was re-launched in collaboration with Beckham, who will play a “fundamental role” in its development. Haig Club advertisements featuring the star became some of the most prolific of 2014, while the deal helped Beckham achieve the highest earnings of his career last year.
Diane Kruger
German actress Diane Kruger is one newest celebrity spirits brand ambassadors, announcing her ambassadorial role with Cognac house Martell just last month. The Inglorious Basterds star was appointed as ambassador for the brand in celebration of its 300th anniversary and will lead its French Art de Vivre celebrations and the France300 project. As part of the initiative, Kruger will identify 300 “ones to watch” around the world whose contribution to gastronomy, art, fashion, mixology and entertainment “epitomise French Art de Vivre in the 21st century”.
Aaron Paul
In 2013, Breaking Bad actor Aaron Paul starred with three of his friends in a marketing campaign for Bushmills Irish whiskey. Paul, who plays Jesse Pinkman in the hit AMC television show, supported the Since Way Back initiative and worked with close friends Chris Paul Scardamalia, Philip Waller, and Dave Tom on creating various pieces of content documenting their relationship.
Christina Hendricks
Smashing the old stereotype that whisky isn’t a drink for women, Mad Men actress Christina Hendricks was appointed brand ambassador for Johnnie Walker Scotch whisky in 2011. Starring in ads for both Johnnie Walker Red Label and Black Label, the beautiful buxom actress promotes the classic on the rocks serve. She said her love of Scotch came from the fact that she thought her husband looked “sexy” when he ordered a dram.
Bill Murray
A slightly less-known spirits brands ambassador is comedic actor Bill Murray, who is also reportedly an investor in Slovenia Vodka. He starred in an advertisement for the brand with fellow investor Russian actor and dancer Mikhail Baryshnikov, which with the tagline “no words necessary”.
