Ten musician-backed spirits brands
The spirits industry has seen a number of famous faces front advertising campaigns and sign on as brand ambassadors, with many musicians taking a keen interest in launching their own brands. Have a look at these 10 spirits brands launched by celebrities in the world of music!
Justin Timberlake – Sauza 901
An early entrant to the world of spirits was American singer Justin Timberlake, who first launched 901 Tequila in 2009 with his business partner Kevin Ruder. Beam bought a large stake in the company in January 2014, and renamed the brand Sauza 901.
The Tequila is made with Blue Weber agave aged for at least seven years and undergoes column distillation followed by two pot distillations.
Drake – Virginia Black Whiskey
Canadian rapper Drake launched Virginia Black in 2016 in collaboration with De Léon Tequila founder Brent Hocking. The liquid is a blend of two-, three- and four-year-old Bourbon whiskeys.
Most recently, Drake secured a deal with luxury spirits retailer Le Clos to stock Virginia Black at Dubai International Airport.
AC/DC – Thunderstruck Tequila
Rock band AC/DC partnered with Amber Beverage Group’s Fabrica de Tequilas Finos distillery to launch Thunderstruck Tequila in 2016.
AC/DC has previously dabbled in beer, wine and the ready-to-drink (RTD) sector, including Rock or Bust beer, Hells Bells and Back in Black wine, and a Bourbon and cola RTD.
Available in Silver, Reposado and Añejo varieties, Thunderstruck Tequila is made from 100% organically-produced Blue Weber agave at Fabrica de Tequilas Finos’ distillery in the town of Tequila, Mexico.
Bob Dylan – Heaven’s Door
American whiskey welcomed a new face to the category in 2018 with singer-songwriter Bob Dylan launching a range in collaboration with Angel’s Envy Bourbon founder Marc Bushala.
Sammy Hagar – Santo Tequila
Former Van Halen vocalist Sammy Hagar (pictured right) teamed up with American chef Guy Fieri (pictured left) to create Santo Tequila Blanco in April last year.
The Tequila is the second expression in Hagar’s Santo range, following the launch of the “world’s first” Tequila-mezcal hybrid in 2017 – created in collaboration with Maroon 5 frontman Adam Levine. However, Levine is no longer with the brand.
Rita Ora – Próspero Tequila
English singer-songwriter Rita Ora entered the Tequila sector in April 2019 after joining forces with spirits marketing firm Conecuh Brands to launch Próspero.
Nick Jonas – Villa One Tequila
Ultra-premium brand Villa One has been created as part of a partnership between Nick Jonas, John Varvatos (pictured left with Jonas) and Amber Beverage Group’s (ABG) Fabrica de Tequilas Finos distillery in Jalisco.
Alice in Chains – All Secrets Known
Last year, American rock band Alice in Chains teamed up with Chicago-based distillery Few Spirits to launch a new Bourbon finished in ex-Tequila barrels for six months. The combination of Bourbon and Tequila was chosen due to its “close association” with rock and roll.
Motörhead – Motörhead spirits
In October last year, English rock band Motörhead launched its own single malt whisky, dark rum and vodka brands on Amazon UK.
The whisky was created in partnership with Swedish producer Mackmyra and has been matured in new American oak barrels for five years, while the dark rum hails from the Dominican Republic.
Flo Rida – Victor George Spirits
Earlier this year, American rapper Flo Rida become an equity partner of vodka producer Victor George Spirits.
Tramar Dillard, who is known professionally as Flo Rida, teamed up with Victor G Harvey (pictured left with Flo Rida), CEO of Victor George Spirits, to build a 13,000-square-foot distillery on Sistrunk Boulevard in Fort Lauderdale. The site is due to open in late 2020 or early 2021.
Victor George (VG) Spirits produces VG Vodka and plans to introduce additional lines including whiskey, gin, Tequila and speciality liqueurs.
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