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Top 10
Top 10 celebrity collaborations of 2024
From pop stars to Hollywood heartthrobs, in 2024, spirits brands harnessed the power of celebrity to great effect with these collaborations.
In the spirits world, there is no escaping the impact of celebrity. As actors, musicians, and other famous folk launch their own brands, others have aligned with more established ones for digital marketing campaigns or more creatively involved roles. Cynics may scoff, but these collaborations are an effective way for brands to capture new audiences and modernise their messaging. Whether capitalising on a hit pop song or launching a custom plaid print, celebrities connected with spirit brands in major ways in 2024, representing vodka, Scotch, Tequila, gin, and more.
And there were plenty of non-celebrity partnerships last year as well, which we detailed late last month.
Kahlúa and Sabrina Carpenter
Sabrina Carpenter dominated the airwaves with her smash hit, ‘Espresso’, and in November, Kahlúa came calling, partnering with the pop singer on a limited edition Espresso Martini kit. The bundle included 375ml bottles of Absolut vodka and Kahlúa coffee liqueur, alongside Owen’s Espresso Martini Mix, a coupe glass, and an edible cocktail topper in the form of Carpenter’s signature kiss mark.
The Glenlivet and Thomas Doherty
In December, The Glenlivet teamed up with Scottish actor Thomas Doherty to launch a tartan print that featured the Scotch brand’s iconic teal, with a holiday collection featuring the custom print including a bucket hat and scarf. Doherty also starred in a celebrity campaign for the brand alongside American tastemakers and influencers. What’s more, The Glenlivet sprinkled the print around New York City – Doherty’s home – featuring it on taxi cabs, in hotels and on sidewalks.
Ketel One and Patrick Schwarzenegger
Ketel One geared up for the holiday season by enlisting actor Patrick Schwarzenegger as the brand’s first ‘spirit advisor’. As part of the role, Schwarzenegger starred in ads, sharing advice on how to elevate holiday moments using the vodka. The multi-platform campaign included social media content and a cocktail kit sold across the US.
Ammunition and Kelly Reilly
California-based Ammunition Wines & Whiskey announced in November that Yellowstone actor Kelly Reilly would be joining the leadership team as a creative visionary and brand storyteller. In her new role, Reilly starred in a new Soil to Spirit campaign that celebrated the journey whiskey takes from crop to consumption, and is aiming to reshape the perceptions of women in the category.
21 Seeds and Rachel Bilson
Flavoured Tequila brand 21 Seeds partnered with actress Rachel Bilson in June for a new celebrity campaign that saw her reprise her role from The OC. The campaign featured three 15-second spots that included callbacks to the show, serving as the brand’s flagship seasonal campaign to highlight its versatility for summer occasions. The short ads appeared on Hulu, Max, Peacock and other digital platforms.
Roku and Elle Fanning
From the house of Suntory, gin brand Roku teamed up with actress Elle Fanning and filmmaker Sofia Coppola in June for a campaign titled ‘Come Alive with the Seasons’. A vignette starring Fanning and directed by Coppola weaved Japanese nature scenes with the six botanicals used in Roku’s distillation. Coppola had previously worked with The House of Suntory on a campaign to celebrate its 100th anniversary.
Ballantine’s and RZA
Wu-Tang Clan frontman RZA connected with Ballantine’s in March for a limited edition bottle inspired by poetry he wrote while in Scotland. The label features a pattern created from RZA’s handwritten words alongside the iconic Wu-Tang Clan hands symbol. Dubbed Ballantine’s 7 American Barrel, the whiskey is aged for seven years and finished in American oak barrels.
Pegasus Distillerie and Emilia Clarke
Game of Thrones star Emilia Clarke joined French spirits producer Pegasus Distillerie as a global brand ambassador this past June. Pegasus produces gin, vodka and liqueurs, and entered the US market in April. “In many ways, I see her as an égérie, a muse – her elegance, stamina, and joie de vivre embody Pegasus’ core values and speak to the brand’s mission of savouring life to the fullest while creating lasting memories,” CEO and master distiller Maxime Girardin said.
Tiafoe and Grey Goose
Prior to this year’s US Open, Grey Goose partnered with American tennis player Frances Tiafoe for a series of short ads featuring the tournament’s signature drink, the Honey Deuce. Three 15-second videos appeared on social media, YouTube, and in Times Square. Grey Goose is the official vodka sponsor of the US Open, and had four branded cocktail bars on-site at the tournament.
Jameson and Anderson.Paak
Jameson and musician Anderson.Paak launched Jameson Distilled Sounds in July, a programme that connects artists worldwide. Jameson released a four-minute short starring Anderson in two acting roles, and hosted a gathering in August, where the global family of artists came together to ‘distil’ their music. Content from the Sound Distillery will be available on the Distilled Sounds hub on Jameson’s website.
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