CELEBRITIES AS ALCOHOL MARKETERS

William Spain wrote an interesting piece on the growing number of alcohol beverage brands that use celebrities as marketing leverage. Mainly confined to smaller niche players like Drinks America, companies are finding benefits to using famous names which include brands like Tump Vodka, J. Garcia wine, Sammy Hager’s Cabo Wabo and Marilyn Merlot.

“With a few notable exceptions, the industry's true behemoths have shied away from linking their goods too closely to unrelated celebrity. Of course, they really don't have to: After all, Johnnie Walker, Jim Beam and Jack Daniel are in many ways bigger household names than any star of today,” Spain points out.

To read the entire story, click here.