Iowa Spirits Spring Summer 2019 - 9

ichael Jordan and Nike. William
Shatner and Priceline. Britney Spears
and Pepsi. Sure, consumers care about
quality in deciding their favorite brands, but by
tying a product to a famous name, businesses
can boost sales like a Ferrari when the light
turns green. Increasingly, liquor brands are capitalizing on such celebrity partnerships, from
endorsements to ownership.

HERITAGE BOURBON ADOPTS A
MILLENNIAL SUPERSTAR

Jim Beam's experience demonstrates the power
of celebrity endorsement. After years of declining
sales, Beam reached out to a New York-based
marketing agency, StrawberryFrog, which connected the Kentucky distillery to actress Mila
Kunis. The 30-something actress is viewed as
strong and confident, yet approachable and fun,
and the brand rose in the eyes of millennials. After
the Kunis "Make History" campaign, Jim Beam
sales rose 43 percent, with a 34 percent increase
in year-on-year growth. The bourbon brand's consumer base also shifted, with 70 percent of its
drinkers now under age 44. As if demonstrating
the dangers of endorsement, Kunis' prankster
foray into a political issue in 2017 raised a temporary call for boycotting the brand. The controversy quickly subsided, however, mellowing much
like a fine Jim Beam bourbon.

A HISTORIC RUM CONNECTS SPIRITS
WITH CURRENT CULTURE

Bacardí is using a different approach in its partnership with Swizz Beatz. Through Bacardí, the
music celebrity will partner with creative icons in
sports, fashion, technology, art and film. "As the
Bacardí global chief creative for culture, I will be
involved in all aspects of the product - from brand
marketing and advertising to innovation and selling platforms - areas to which I will bring a new,
fresh perspective," said Grammy award-winning
producer Swizz Beatz.
Besides the iconic rum, Swizz Beatz will represent
other Bacardí brands, too-including Grey Goose,
Martini, Bombay Sapphire and Dewars-at cultural
events in the U.S. and emerging markets.
One such creative cultural project, the Bacardí
Sound of Rum campaign, presents a four-part
documentary tracing the history of Caribbean
music and its worldwide influence. Another, the
No Commission campaign, promotes a unique
art fair that showcases artists accompanied by live
music performances. And, as the "no commission"
name implies, all sales proceeds go directly to the
artist.
Along with Busta Rhymes, Serena Williams,
Venus Williams and other celebs, Swizz Beatz and
his wife, Alicia Keys, participated in the December
2018 No Commission finale night. Guests wrapped
around the block to get into what was called "the
hottest party of Miami Art Week." Good press for
Bacardí, indeed.

A HOT MALE CELEB CREATES
HIS OWN TEQUILA

Celebrity ownership provides
another avenue for linking liquors
with famous names, whether the
stars start from scratch or invest in an
existing business. George Clooney
and two friends, Rande Gerber and

George Clooney, right, started the
Casamigos brand with friends Rande
Gerber and Mike Meldman.

SPRING | SUMMER 2019 9

Iowa Spirits Spring Summer 2019

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