One of the most interesting parts of influencer marketing: celebrities.
Celebrity-backed beverages, like Oatly, G Spot, and Prime, highlight a booming trend. Following George Clooney's Casamigos Tequila's $1bn Diageo deal, celebrities have flocked to the market. While successes like The Rock's Teremana Tequila and Beckham's Haig Club Whisky abound, the strategy isn't foolproof. Celebrities bring a ready-made audience, enhancing brand visibility and authenticity when the partnership is genuine, as seen with Katherine Jenkins' Cygnet Gin. However, risks include potential reputational damage if a celebrity falls from grace. The trend, driven by high margins and societal fame obsession, looks set to continue, evolving with consumer values and consumption habits.
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