Tequila, once primarily associated with lively celebrations, has transformed into a symbol of craftsmanship, heritage, and premium taste. Over the last decade, a new trend has swept the tequila industry: celebrity-owned brands. These aren’t just endorsements—they are passion projects that blend the allure of fame with the rich tradition of tequila making.
From Hollywood A-listers to music superstars, many celebrities have entered the tequila market, creating brands that showcase their personalities and dedication to quality. But what is it about tequila that has captured the attention of these celebrities, and what makes their brands worth exploring? Let’s dive in.
The Rise of Celebrity Tequila Brands
Tequila has a deep cultural history, rooted in the sun-soaked agave fields of Mexico. Made from the blue agave plant, tequila production is a craft that requires patience, expertise, and an understanding of tradition. In recent years, the popularity of tequila has surged, with consumers embracing premium-aged varieties like reposado, añejo, and extra añejo. Celebrities have also recognized its potential and jumped into the industry.
The trend began in earnest in 2013, when George Clooney, along with friends Rande Gerber and Mike Meldman, founded Casamigos Tequila. Originally intended to be a private supply for themselves and their friends, Casamigos quickly gained traction for its smooth and easy-drinking profile, becoming one of the most popular celebrity-owned tequila brands. In 2017, the brand was acquired by Diageo for a whopping $1 billion, sparking a wave of celebrity interest in tequila ventures.
Since then, many other stars have entered the tequila scene, each putting their own spin on this beloved spirit. While some might think of these brands as mere celebrity gimmicks, many of them are passionately crafted with an emphasis on quality, authenticity, and respect for the heritage of tequila.
Top Celebrity Tequila Brands to Try
Below are some of the top celebrity tequila brands that have garnered attention for their quality and distinctive narratives:
- Casamigos by George Clooney and Rande Gerber
Casamigos is the brand that started it all. George Clooney and Rande Gerber wanted to create a tequila that was exceptionally smooth, and they succeeded. The brand offers blanco, reposado, and añejo varieties, all known for their soft, mellow flavours. Casamigos quickly became a consumer favourite, thanks to its balanced flavour and approachable profile, making it perfect for sipping or cocktails. - Teremana by Dwayne “The Rock” Johnson
Dwayne Johnson’s Teremana Tequila reflects his larger-than-life personality while emphasizing authenticity and craftsmanship. Teremana, meaning “spirit of the earth,” is made in small batches in the highlands of Jalisco, Mexico. The production process is environmentally conscious, with traditional brick ovens used to roast the agave, and leftover fibres repurposed as compost. Teremana’s focus on sustainability and quality has made it a strong contender in the celebrity tequila space. - 818 Tequila by Kendall Jenner
Launched in 2021, Kendall Jenner’s 818 Tequila quickly drew attention. Named after the area code of her hometown in California, 818 aims to create an ultra-smooth tequila that appeals to a younger audience. It is crafted with care in Jalisco, using sustainable practices and with a focus on supporting the local community. The brand features blanco, reposado, and añejo tequilas, each with a distinct flavour profile that appeals to both newcomers and seasoned tequila aficionados. - Cincoro Tequila by Michael Jordan
Cincoro Tequila was co-founded by Michael Jordan and four NBA owners with a goal of producing a luxury tequila unlike any other. Cincoro’s blend of highland and lowland agave results in a complex and rich flavour. The brand offers several varieties, including blanco, reposado, añejo, and an extra añejo that is aged for 40-44 months, providing a deep, sophisticated taste. Cincoro is marketed as a high-end, premium tequila, and it lives up to its reputation, with intricate flavours and a smooth finish.
Why Are Celebrities Investing in Tequila?
The rise of celebrity tequila brands isn’t just about capitalizing on the spirit’s popularity—it’s also about connecting with a rich cultural tradition and creating a product that embodies a personal touch. Many celebrities have spoken about their love for Mexico, its culture, and their desire to create something authentic that honours the legacy of tequila production.
Additionally, tequila offers a unique opportunity for creativity and storytelling. Each brand has its own narrative, from the agave fields to the aging barrels, and celebrities leverage their influence to share these stories with a broader audience. The trend also reflects a broader shift toward premiumization in the spirits industry, with consumers seeking higher-quality products that reflect craftsmanship and authenticity.
