Latest news with #CasamigosTequila
Tatler Asia
03-06-2025
- Entertainment
- Tatler Asia
8 famous stars who built and sold high-value celebrity brands
2. George Clooney and Casamigos Tequila George Clooney co-founded Casamigos Tequila in 2013 with Rande Gerber and Mike Meldman, initially intended for personal use among friends. The brand emphasised smoothness and quality, gaining popularity through word-of-mouth and Clooney's celebrity influence. By 2017, Diageo acquired Casamigos for US$1 billion, paying US$700 million upfront and up to US$300 million in performance-based incentives. The acquisition marked one of the largest deals in the spirits industry. The sale only did great things for Casamigos, which continues to thrive under Diageo, maintaining its premium positioning in the tequila market. See more: How celebrities are raising the bar in the spirits industry 3. Jessica Alba and The Honest Company This was honestly one of the earliest celebrity brands to make a killing. Jessica Alba co-founded The Honest Company in 2011, aiming to provide eco-friendly and non-toxic household and baby products. Alba's vision was driven by a desire for safer products for families, and the brand quickly gained traction among health-conscious consumers. The Honest Company went public in May 2021, achieving a valuation of US$1.4 billion. Alba's stake in the company was valued at approximately US$120 million at the time of the IPO. In 2024, Alba stepped down as chief creative officer but remains a member of the company's board of directors. The Honest Company continues to expand its product offerings and retail presence, focusing on transparency and sustainability. 4. Dr Dre and Beats by Dre In 2006, hip-hop mogul Dr Dre teamed up with music executive Jimmy Iovine to create Beats by Dre, an audio brand that would redefine celebrity brands, celebrity-endorsed tech and consumer sound culture. The motivation: while Apple had its white earbuds, Iovine wanted Beats to feel like speakers for your ears. The duo set out to build stylish, bass-boosted headphones that reflected Dre's music pedigree and brought studio-level sound to the average listener. Beats became a full-blown cultural phenomenon. With sleek, oversized designs and aggressive celebrity marketing, Beats became synonymous with cool. From NBA stars to pop idols, everyone wore them. Strategic product placement (see the 2012 Olympics ads) and partnerships with artists like Lady Gaga and LeBron James cemented Beats as the must-have accessory. In 2014, Apple acquired Beats for a jaw-dropping US$3 billion, making it Apple's largest acquisition to date. Dr Dre famously (and prematurely) celebrated the deal on social media, calling himself 'the first billionaire in hip-hop'. While the final valuation post-deductions was reportedly slightly under the US$1 billion net worth mark for Dre, the acquisition was still historic, both in its scale and in what it said about the convergence of music, tech and personal branding. Beats has since been integrated into Apple's hardware ecosystem, influencing the design and sound profile of Apple's AirPods and other audio products. While the Beats brand still exists under Apple, it's shifted toward a sleeker, more minimalist design ethos. 5. Kylie Jenner and Kylie Cosmetics The youngest of the Kardashian-Jenners turned her makeup and fashion tips into celebrity brands, starting with Kylie Cosmetics. Kylie Jenner launched her beauty makeup line in 2015 with the release of the Kylie Lip Kit, leveraging her massive social media following to drive sales. The brand quickly expanded its product catalogue and became a significant player in the beauty industry. In 2019, Coty Inc acquired a 51 per cent stake in Kylie Cosmetics for US$600 million, valuing the company at approximately US$1.2 billion. Jenner retained a 49 per cent stake and continued to be involved in product development and marketing. Kylie Cosmetics has expanded its global presence, with products available in various international markets and continued product innovation. 6. Ryan Reynolds and Aviation American Gin Aviation American Gin was founded in 2006 in Portland, Oregon, by distillers Christian Krogstad and Ryan Magarian. In 2018, actor Ryan Reynolds officially acquired a significant ownership stake in the brand, becoming its creative director. Reynolds aimed to bring a fresh perspective to the gin industry, focusing on quality and unique branding. Reynolds then utilised his celebrity status and marketing acumen to elevate Aviation Gin's profile. He produced a series of humorous and viral advertisements that resonated with a broad audience, effectively distinguishing the brand in a competitive market. Under his influence, Aviation Gin's sales increased significantly, with a reported 100 per cent growth in 2019. One year later, in August 2020, Diageo acquired Aviation American Gin as part of a deal valued up to US$610 million. The agreement included an initial payment of US$335 million, with an additional US$275 million contingent on the brand's performance over the next decade. Reynolds retained an ongoing ownership interest and continues to be involved in the brand's marketing efforts. Despite the shift in ownership, Reynolds remains the public face of the brand, contributing to its ongoing popularity and market presence. 7. Ryan Reynolds and Mint Mobile Ryan Reynolds sure knows how to flip celebrity brands into millions. In 2019, the Deadpool actor acquired an ownership stake in Mint Mobile, a budget-friendly wireless carrier. Similar to what he did with Aviation Gin, Reynolds infused the brand with his signature wit, creating viral advertisements. His authentic and engaging marketing approach helped Mint Mobile stand out in a crowded telecom market. In March 2023, T-Mobile announced its acquisition of Mint Mobile's parent company, Ka'ena Corporation, in a deal valued at up to US$1.35 billion. Reynolds, holding an estimated 25 per cent stake, reportedly earned around US$300 million from the sale. With his marketing agency Maximum Effort, he continues to play a creative role in the company's marketing efforts post-acquisition. 8. Kim Kardashian and KKW Beauty Kim Kardashian launched KKW Beauty in 2017, capitalising on her personal brand and social media influence. The brand offered a range of cosmetics, including contour kits that mirrored Kardashian's signature look. In 2020, Coty Inc acquired a 20 per cent stake in KKW Beauty for US$200 million, valuing the company at US$1 billion. However, Kardashian rebranded her beauty brand to skincare with SKKN by Kim by 2022. In March 2025, Kardashian's SKIMS company acquired 100 per cent of SKKN, edging Coty out.
Yahoo
15-05-2025
- Entertainment
- Yahoo
CASAMIGOS TEQUILA INTRODUCES "ANYTHING GOES WITH MY CASAMIGOS"
A NEW GLOBAL CAMPAIGN FOR THIS AWARD-WINNING TEQUILA NEW YORK, May 15, 2025 /PRNewswire/ -- Casamigos Tequila announced today the launch of its global creative campaign, "Anything Goes with My Casamigos." Bright, bold, and fun, the campaign, developed in partnership with creative agency Accomplice and director Alex Prager, celebrates unexpected connection and friendship, highlighting the ease and approachability of the brand's award-winning liquid. The "Anything Goes with My Casamigos" campaign was born from the spirit of friendship, inspired by the story of Casamigos which was made by friends, for friends. The work gives you a glimpse into the world of Casamigos with "Our House of Friends," a place where everyone is welcome. "Casamigos has always been warm and inviting – from its name, which means house of friends, to the versatile and inviting nature of its liquid. The perfect tequila to be enjoyed in effortless moments with friends. The new campaign stands out within the tequila category and invites people into a world full of character, celebrating the promise of adventure," says Sophie Kelly Global Head of Agave Spirits. The hero film brings consumers into our House of Friends, a world where there are no strangers, only friends you've yet to meet. In the series of films, you get to know a cast of characterful friends including "The Cowboy", "The Movie Star" and "The Big Shot" and their great adventures together. The work will bring the versatility of this award-winning liquid to life, with a beautiful and mouthwatering array of cocktails and ingredients to show consumers Anything Goes with My Casamigos. "This campaign is a fresh and magnetic take on a brand that truly inspires you to appreciate the joy of friendship. It's an incredibly exciting time to work on Casamigos," said Mark Hunter, Co-Founder and COO at Accomplice. Director Alex Prager, said "I really enjoyed working with Casamigos because I was able to cultivate distinct characters and evoke something more theatrical and playful, bringing a spirit of old Hollywood musicals to life. What interested me was creating this stylized world where personalities could interact in unexpected ways, while still capturing those authentic moments of connection. The rich visual narrative allowed me to play with color and composition in a way that feels both timeless and contemporary." The 360 integrated marketing campaign will launch with a hero :30s spot, a full suite of social and digital assets, along with robust media plans including linear and streaming TV, digital and OOH. The campaign will be supported through exciting cultural partnerships and spaces where it can come to life for consumers across North and Central America, Australia, Great Britain and European markets. Throughout the summer and beyond, Casamigos will continue to celebrate these moments with friends throughout iconic social celebrations. The brand will also be gearing up for its upcoming debut as the Official Tequila Supporter in North America of the FIFA World Cup 2026™ – a moment where friends across the globe come together over a common celebration, because Anything Goes – with my Casamigos! About CASAMIGOS: Brought to you by those who drink it. Casamigos was founded by longtime friends George Clooney, Rande Gerber, and Michael Meldman. Launched in 2013, our ultra-premium tequilas are made from our finest hand-selected 100% Blue Weber agaves. Casamigos has garnered the highest accolades from the spirit industry's most well-respected authority figures. The Casamigos portfolio is available throughout the United States, UK, Canada, Australia and expanding worldwide. For more information, please visit or follow us on social media @casamigos. ENJOY RESPONSIBLY. Imported by Casamigos Spirits Company, LLC, White Plains, NY. About DIAGEO: DIAGEO is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, CÎROC and Ketel One vodkas, Casamigos, DELEÓN and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. DIAGEO is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about DIAGEO, our people, our brands, and performance, visit Visit DIAGEO's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow us on Instagram for news and information about DIAGEO North America: @Diageo_NA. Celebrating life, every day, everywhere. View original content to download multimedia: SOURCE Casamigos Spirits Company Sign in to access your portfolio
Yahoo
15-03-2025
- Yahoo
Chamberlain man pleads guilty to grand theft
Mar. 14—MITCHELL — A Chamberlain man who stole 45 bottles of liquor from County Fair over the course of a month has pleaded guilty to grand theft. Mitchell Old Lodge, 31, was sentenced on March 11, 2025, to two years in prison, with all time suspended, and placed on two years of probation. He was also sentenced to 10 days in jail and ordered to pay $1,939.45 in restitution for the stolen items. The thefts occurred between March 3 and March 27, 2024, with Old Lodge taking a couple of bottles at a time during different visits to the store. The crimes came to light when a stocker responsible for liquor at County Fair noticed bottles were missing and alerted a store employee. After reviewing security footage, the employee saw Old Lodge slipping a 750 mL bottle of Crown Royal Peach and a bottle of Hennessy Cognac into his coat pockets before walking out without paying. Further review of the footage revealed that Old Lodge had repeatedly stolen liquor over the course of several weeks, taking bottles of Hennessy, Ciroc Summer Citrus, Casamigos Tequila, Fireball, and Crown Royal, among others. In total, he stole 45 bottles valued at $1,939.45. After seeing a flier in the store office, a County Fair employee identified Old Lodge as the thief. The footage and the identification led to his arrest.
