Kendall Jenner, George Clooney, Beyoncé… When celebrities dive into the wine and spirits business, their ventures are usually successful. From tequila to whisky to white wine, here’s a selection of international star-driven brands that have managed to win over consumers.
The global alcoholic beverage market is undergoing major changes. In 2024, its volume decreased by 1%, but its value rose by 1%. Over the long term, however, the sector is expected to grow steadily: +16 billion dollars in five years and +34 billion in ten years, according to the International Wine and Spirits Research. Still prosperous—despite the rise of the “No-Lo” trend driven by younger generations—the wine and spirits segment appears to have a promising future, encouraging celebrities to invest in the bottle.
Tequila Loved by the Stars
Kendall Jenner and 818 Tequila
With 285 million followers on Instagram, Kendall Jenner was able to rely on her loyal community – along with her star-studded circle of friends and family – to promote her spirits brand. Born in 2021, 818 Tequila (a reference to the area code of Calabasas, California, where she grew up) comes in several versions: Blanco, Reposado, Añejo. Distributed internationally, the brand is produced in Mexico from blue Weber agave and positioned in the premium segment. The year after its launch, sales reportedly reached 25 million dollars according to Forbes, and have since grown at a double-digit rate.
George Clooney and Casamigos Tequila
A few years earlier, George Clooney had already entered the tequila world. The actor co-founded Casamigos Tequila with Rande Gerber and Mike Meldman. Launched in 2013, the brand is produced from blue Weber agave in the Highlands of Jalisco, Mexico. Its name, Casamigos, means “house of friends.” Positioned as ultra-premium, it is available in Blanco, Reposado, and Añejo. In 2017, beverage giant Diageo acquired the brand for 1 billion dollars.
Dwayne Johnson and Teremana Tequila
Dwayne Johnson – “The Rock” – launched Teremana Tequila in 2020 in partnership with Mexican producers. Made from 100% blue Weber agave and available in Blanco, Reposado, and Añejo, the brand surpassed one million 9-liter cases sold in 12 months in the United States in 2023. The name Teremana blends terra (earth) and mana (spiritual energy) with strong symbolic meaning.
Whisky and Cognac: Winning Formulas
Beyoncé and SirDavis
Launched in 2024 by Beyoncé in partnership with Moët Hennessy, SirDavis is an American whisky distinguished by its unique blend: 51% rye and 49% malted barley, finished in Pedro Ximénez sherry casks. It celebrates the singer’s Texan roots and pays tribute to her great-grandfather, a moonshiner named Davis Hogue. By June 2025, the brand had already sold around 30,000 cases, generating an estimated 30 to 40 million dollars in revenue. Beyoncé leveraged both her financial power (800 million dollars in net worth as of early 2024, according to Forbes) and her digital reach (308 million Instagram followers) to ensure the launch and growth of SirDavis.
Idris Elba and Porte Noire Cognac
In 2024, Idris Elba launched Porte Noire Cognac in collaboration with the French house Maison Ferrand, known for its fine spirits. This VSOP cognac is a blend of eaux-de-vie aged at least four years, with an alcohol content of 40%. Its aromatic profile features dried apricot, vanilla, honey, and subtle oak, while the bottle sports a premium design with a vegan-material label.
Jay-Z and D’USSÉ Cognac
In 2012, Jay-Z – who is said to have a net worth of 2.5 billion dollars in 2025 according to Forbes – co-founded D’USSÉ Cognac in partnership with Bacardi, targeting the premium and super-premium spirits segment. The name D’USSÉ refers to the Camus family château in France, where the cognac is produced. The lineup includes D’USSÉ VSOP and D’USSÉ XO, aged in oak barrels and characterized by notes of dried fruit, vanilla, and caramel. In 2021, the brand reportedly sold around 870,000 9-liter cases in the United States.
Wine at the Heart of the Business
Brad Pitt, Angelina Jolie, and Château Miraval
In 2008, Brad Pitt and Angelina Jolie purchased Château Miraval, a wine estate in Provence renowned for its high-quality rosé. Made from typical regional grapes such as Grenache, Cinsault, and Rolle, the wine is known for its freshness and elegance. A lucrative investment for the former Hollywood power couple: profits reportedly rose from about 1 million euros in 2013 to 15 million euros in 2022, although these figures have not been officially published.
Sarah Jessica Parker and Invivo X
In 2019, Sarah Jessica Parker unveiled her wine brand Invivo X in partnership with New Zealand’s Invivo & Co. The range includes a Marlborough Sauvignon Blanc and a Rosé from Southern France, both recognized for their freshness and aromatic balance. The brand has already won more than 60 gold medals, with several wines scoring above 90 points from professional critics. In 2021, it reportedly produced 55,000 cases, including 35,000 for export.
Pierce Brosnan and Irresistible Wines
In California and Europe, Pierce Brosnan introduced his brand Irresistible Wines, aimed at offering accessible wines while capitalizing on his popular image and elegant persona – after all, not everyone can be James Bond. Although precise sales figures have not been widely disclosed, the brand already enjoys visible shelf presence thanks to marketing centered around the actor. The lineup includes a red wine (Pinot Noir) and a white/rosé.
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Featured photo : SirDavis
