Has the king of tequila been unseated by a younger, cooler tequila, prince of pop? It’s probably too soon to tell, but George Clooney’s Casamigos, might have some real competition in the tequila trade. Villa One Tequila, is Nick Jonas’s entry into the tequila market. Barely a year old, the brand attracts a younger generation based on the legion of Nick Jonas & Jonas Brothers fans, some not even drinking age. What does this mean for Casamigos? What does this mean for the alcohol industry in general?
The concept of celebrity branded alcohol is nothing new, these types of venture has been around since the 90’s (Carlos Santa started his own wine label in 1999). But there is an undeniable trend of celebrity branded alcohol on the rise. The popularity of quality and craft alcohol has followed the same trend trajectory over the past several years and celebrities are capitalizing on this by using what’s already in their arsenal…their personal brands.
Today there are over 25 popular celebrity owned alcohol brands compared to the five or so recognizable brands just a decade ago. George Clooney’s Tequila, arguably the most popular celebrity alcohol and one of the originators in the tequila markets, now must face two competitor tequilas from Nick Jonas and a true prince of pop, Justin Timberlake. Can all three celebrity brands survive? The answer is mostly likely yes, solely because of their brands.
George Clooney’s Casamigos, portrays the effortlessly cool, classic drink that never goes out of style. Timberlake’s Sauza 901 is branded as playful, shot worthy drink while playing “drunk golf” with your buddies. Villa One Tequila attracts the youngest, wildest generation, ready for a night out of overindulgence. Three distinctions different brands for three distinctly different target markets, all based off the celebrity founders’ personal brand. There might just be enough room for the King and the two princes to play in this market if their devoted subjects stay loyal.