How the Swift and Kelce show is impacting the US drinks industry
Travis Kelce continued his march to the Superbowl this weekend, and was aided in his celebrations by a Champagne-fuelled party held by his partner Taylor Swift. Are their drinks choices becoming the world’s biggest marketing opportunity?
Monroe and DiMaggio, J-Lo and A-Rod…Taylor and Travis? American culture loves nothing more than a celebrity love story, especially one involving two leading figures in their respective entertainment industries. And drinks companies must be equally joyful with this latest coupling.
This is because in the social media era when ever moment is captured, the duo’s penchant for an alcoholic beverage is starting to have a serious impact on sales.
Swift, who is currently the world’s biggest music star, has been at many Kansas City Chiefs games this season, where Travis Kelce plays as a tight end. What she is snapped drinking is already having a phenomenal impact on drinks sales.
Firstly, she was shown in October drinking a can of Casa Azul Tequila Soda during a Chiefs game, which resulted in a sales spike.
When Swift and celebrity pals Blake Lively, Ryan Reynolds and Hugh Jackman went to MetLife Stadium to watch the Chiefs play the New York Jets too, the Whiskey Raiders website also outlined what the stars were drinking, including Lively’s Betty Buzz and Betty Booze brands.
In addition, Swift has also been seen often drinking a glass of white wine, which has seen an upward trend States-side of sales, with the latest trend data suggesting that it is surging in popularity, especially amongst the core demographics that listen to her music.
Most recently, the impact was also seen last weekend with Jason Kelce, Travis’ brother, and his now infamous beer-swigging when Travis scored a touchdown.
On X (formerly Twitter) posters were keen to known what beer Kelce had been drinking. He had partly concealed the brew in a can-holder, but there was enough of the ‘Bud Light’ in white letters for the brand itself to “confirm” it was its beverage on social media.
This was something of a clear win for AB InBev after a challenging year for the brand, and being associated with Swift and Kelce is a big marketing win. Indeed, the fact that Jason Kelce was trying to hide the brand as he ripped his shirt off, reveals his knowledge that the moment could go viral, and that it was a great free promotional opportunity for Bud Light.
And this weekend, following the Chiefs’ victory over the Baltimore Ravens in the AFC Championship game, it was revealed that Swift had set-up an epic after-party. According to the US Sun, Swift ordered 30 bottles of Dom Perignon Rose 2006 valued at $1,400 each (£1,100) and also ten bottles of Louis Roederer Cristal worth $2,800 (£2,200) each for the event.
The next opportunity for brands is Superbowl 58. There will be many drinks marketing departments waiting with baited breath to see what Jason, Travis, Taylor and their entourage are holding in their hands.
Their drinking choices could have multi-million dollar impacts on sales, especially in an event watched by more than 100 million people, and significantly beyond that in terms of social media influence.