Casamigos, owned by Diageo, is the top-selling celebrity-endorsed tequila and spirits brand on US liquor e-commerce platform Drizly.
In Drizly’s spirits category, the best-selling celebrity-endorsed brands to date are: Casamigos, Cîroc Vodka, Teremana Tequila, 818 Tequila, Código 1530 Tequila, Aviation Gin and Proper No. Twelve Irish Whiskey.
Tequila holds a 19% share of Drizly’s spirits category in 2022, up from 18% in 2021, 15% in 2020 and 13% from 2019.
In 2022, Casamigos, founded by George Clooney, held a 22% share of the Tequila segment of Drizly, the leading on-demand liquor marketplace in the US.
The brand, which was sold to Diageo in 2017 in a US$1 billion deal, saw 6% share growth from 2020 on the platform and 56% share growth from 2018.
Casamigos almost doubled its volumes to reach 2.2 million nine-litre cases in 2021, just a year after breaking the million-case mark for the first time, according to data from Brand Champions 2022.
Casamigos Blanco, Reposado and Añejo are among the top five sellers in their respective Tequila subcategories.
The brand’s most expensive style, añejo, is Drizly’s second best-selling añejo Tequila after Diageo’s Don Julio 1948.
Teremana, founded by actor Dwayne “The Rock” Johnson and partially owned by Mast-Jägermeister, is Drizly’s ninth best-selling Tequila brand to date.
The brand saw 11% growth in Drizly share from 2021 to 2022 in the Tequila category and 56% growth in share from 2020 to 2021.
Model Kendall Jenner’s 818 brand reported 80% share growth from 2021 to 2022 in the platform’s Tequila category.
Launched in May 2021, the president of the Tequila brand recently confirmed that it has achieved its first goal for the entire year.
Código 1530, co-founded by country music star George Strait, saw a 20% increase in stake in Drizly’s Tequila segment from 2020 to 2022. Pernod Ricard bought a majority stake in the brand last October.
For the past two years, Ryan Reynolds-backed Aviation Gin has held a 9% share of Drizly’s gin category. The Diageo-owned brand is down one percentage point in share from 2020.
Aviation is the third best-selling gin brand to date on Drizly’s platform.
Diageo-owned Cîroc, backed by rapper Sean “Diddy” Combs, is Drizly’s ninth best-selling vodka brand. It holds a 3% share of Drizly’s vodka sales.
The brand has seen a 4% increase in share since 2020 and a 24% increase in share since 2018.
Drizly’s most popular celebrity-endorsed whiskeys include: Proper No. Twelve, the American whiskeys Heaven’s Door, Brother’s Bond and Blackened and the Canadian whiskey Mercer + Prince.
The brand Proper No. Professional fighter Conor McGregor’s Twelve held a 3% share of Drizly’s Irish whiskey category in 2022, 2021 and 2020. The brand was sold to owner Jose Cuervo Becle in a US$600 million deal in April 2021.
Pernod Ricard-backed Bumbu Rum, whose investor is rapper Lil Wayne, holds a 2% stake in all rum sold on Drizly. The brand has seen 55% share growth since 2020 and 466% share growth since 2018.
Musician Bruno Mars’ Selvarey brand saw an 80% increase in share last year compared to 2021 in Drizly’s rum segment.
Ten to One, co-owned by singer Ciara, reported 183% share growth from 2021 to 2022 in Drizly rum sales.
In 2023 to date, two well-known brands rank in Drizly’s top five selling brands for the mekal category, Casamigos (number 3) and Dos Hombres (number 5), the latter of which was founded by In Satan’s shoes stars Bryan Cranston and Aaron Paul.
In Drizzly Retail Report 202254% of retailers cite “celebrity owned” as the type of product they intentionally stock.
“Our retail partners have reported that ‘celebrity ownership’ is an important product attribute when it comes to what they intentionally stock,” said Liz Paquette, Drizly’s Head of Consumer Insights.
“In fact, 54% of Drizly’s annual value is retailers Retail Report pointed to star power as a special product attribute that mattered most.
“Celebrity endorsement and the built-in marketing platform that comes with celebrity endorsement certainly plays a role in the popularity.
“However, overall product quality remains important to overall sustainability. Casamigos is a great example of this as it has become the number one tequila brand on Drizly.”
A new study found that Diageo’s spirits portfolio is present in almost 80% of US establishments.