Top 10 celebrity drinks launches of 2017

The success of their wine and spirits ventures don’t always reach the same lofty heights as their all-star careers, but that hasn’t stopped another slew of famous faces from launching a drinks brand in 2017.

Love them or loathe them, celebrities can bring an added sparkle to a new brand, helping it to get noticed in its early days – whether the liquid itself stands up to scrutiny is another matter.

So it’s no surprise that year after year, any number of famous faces choose to step outside of their primary career and try their hand in the wine and spirits trade, such is its allure for those with the cash to invest in projects that pique their personal interests.

While some celebrity-endorsed or celebrity-owned brands go on to become established names – respected and valued irrespective of their famous founder – others disappear without a trace almost as quickly as they emerged.

David Beckham, while merely a promotional tool for Diageo rather than a brand owner, has worked wonders for Diageo’s Haig Club whisky, while actor Dan Aykroyd’s fame is almost incidental, rather than the foundation, of the success of his distinctive Crystal Head vodka, launched in 2008.

George Clooney’s recent sale of his Casamigos Tequila for US$1billion proved that, while his star quality undoubtedly helped to boost its profile and appeal, the brand was ultimately a horse that Diageo felt it could confidently back in the long run.

Likewise Jay-Z, who owns Champagne Armand de Brignac, but keeps a deliberately low profile when it comes to his association with the brand, has successfully maintained the brand’s premium appeal without his persona becoming a gimmick to its success.

Other brands are not so fortunate. I doubt many will remember Hpnotiq Sparkle – an alcoholic blend of fruit juice, white wine, vodka and Cognac infused with “Champagne-like bubbles” – produced by the US-based Heaven Hill Distilleries and fronted by reality TV star Khloe Kardashian.

Former England manager, Sven-Göran Eriksson, also made a play for the wine trade, launching his own wine brand Sven in 2014, which has so far failed to set the wine world alight.

With this in mind, we have taken a look back at the year to see which celebrities have set their sights on the wine, beer and spirits market with the launch of a new brand. Will the following famous faces be infiltrating our drinks cabinet in the future, destined to become a multi-million dollar company? Or should they stick to the talents that made them household names?

Click through for a round up of the famous faces that launched into the drinks trade this year…

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