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tion to Flecha Azul at every stop of the ‘ Enjoyed Everywhere ’ promotional tour , driving more earned media than we could have imagined ,” says Lauren Ryan-Kiyak , senior vice president , marketing for WES Brands , which is behind the Rising Star winner . “ The tour was so effective that Flecha sold out in multiple markets .”
Like burgers , like tequila . The same reason that folks flock to Wahlburgers is why they began buying Flecha Azul when they recognized the famous faced behind the brand . Celebrities come with their own built-in audiences . Tapping into that to fuel growth for an alcohol product can rocket a brand several years ahead of where its sales would have been otherwise .
Accordingly , it ’ s increasingly common now for the founders of a brand-new alcohol brand to search for a celebrity they might attach to the product . Finetuning flavor and packaging is critical , and perhaps so is getting the celebrity right .
Other times you ’ ll see an existing product find the right match years after launching . For instance , perennial Growth Brand Spirits winner BuzzBallz .
“ We partnered with and fostered a continued relationship with Blake Anderson of the Workaholics TV show and This Is Important podcast after witnessing his organic love of the brand , and created an ad campaign as well as unofficially sponsoring many stops of his This Is Important podcast tour , bringing in a new core audience to our fanbase ,” says Brady Bouldin , brand marketing associate for BuzzBallz / Southern Champion .
“ Our partnership with Blake Anderson created a lot of buzz ( pun intended ) considering he was our first official large celebrity partnership for the brand ,” Bouldin added . “ We partnered with video production agency Bacon & Eggs to create humorous and captivating ads with Blake that we were able to run throughout the summer along with our other influencer marketing campaigns .”
Celebrity endorsements come in different forms across different industries and pastimes .
“ In celebration of Valentine ' s Day , Whipshots joined forces with renowned sex therapist Dr . Ruth for an innovative social campaign that brought forth a blend of expertise and fun ,” says David Dreyer , CMO of Starco Brands , which produces the Rising Star winner . “ Dr . Ruth offered tips on how to indulge in sexual wellbeing with the help of Whipshots , creating a sense of playfulness and pleasure that captured the essence of the holiday .”
“ Whipshots ’ Cardi B and legendary singer Patti LaBelle teamed up for a holiday campaign that merged the boozy fun of Whipshots with the decadence of Patti ’ s Good Life products ,” Dreyer adds . “ This collaboration paired Whipshots flavors alongside select items from Patti ’ s Good Life and served as the launch of Whipshots Pumpkin Spice flavor .”
Celebrity endorsements can also crossover with significant cultural events .
“ Through a first-of-its-kind creative integration during the 96th Academy Awards , Tequila Don Julio debuted its ‘ 1942 minis ’ for the ultimate star-studded introduction ,” says Karen Harris , vice president of Tequila Don Julio , Diageo North America , for the Fast Track brand . “ Host Jimmy Kimmel and Guillermo Rodriguez treated audience attendees to the never-before-seen Tequila Don Julio 1942 minis in the first-ever spirits integration during a live Oscars telecast .”
THE RIGHT VALUES
Consumers are increasingly attracted to brands that share their values , or at least have values that are commendable . People don ’ t just want to enjoy what they drink nowadays — they want to feel good about it , too .
“ Our ocean conservation mission and brand partnership with [ nonprofit ocean conservation organization ] Oceana drives deep brand affinity , helping remind consumers that Gray Whale is a gin for good ,” says Sarah Gorvitz , vice president of communications for Deutsch Family Wine & Spirits , which owns the Rising Star .
“ We created legislative change , permanently protecting the oceans off the West Coast . Through our part-
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12 Beverage Wholesaler • Summer 2024 www . beveragewholesaler . com