Broad Street Licensing Group Food News

Celebrity Spirits: What Makes Them Special?

martini photo

There are many celebrity owned and/or licensed spirit brands on the market today.

From Dan Akroyd‘s Crystal Head Vodka (complete with creepy skull bottle) to Justin Timberlake‘s 901 branded line of tequilas, the category is suddenly hot.

What will ultimately set them apart from other spirit brands, at least initially, will be the amount of advertising (to ensure consumer awareness) and how well they are liked by their target market. For instance, the average vodka drinker is faced with at least ten vodka brands in each segment: budget, middle of the road and high end. I believe that, assuming there has been enough advertising to create an awareness to link the branded spirit to the celebrity, fans of the celebrity will feel compelled to purchase the brand based solely on the fact that they feel a sense of obligation and loyalty to that celebrity right out of the gate… Before even tasting the product!

But unfortunately for the celebrity that won’t guarantee repeat purchases!  And as the story goes, some products will be of quality and others will be pulled off the shelves before most of us even get a chance to taste them!

Danielle Foley

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