The biggest celebrity drinks collaborations of 2025
Last week we rounded up the biggest celebrity drinks launches of the year. Here we dive into the A-list brand collaborations that have got the trade talking in 2025. Sarah Neish reports.
Not all celebrities have the desire or time to release their own drinks lines. However, those inclined to dip a toe in the water are often more than happy to align themselves with existing brands and watch the cash roll in. All hail the celebrity collaboration.
In 2025, a host of famous faces have joined forces with spirits, Champagne and beer companies, lending their celebrity clout and impressive following to spread the word about their chosen brand.
Harrison Ford / Glenmorangie
In January the Raiders of the Lost Ark actor donned a kilt to kick off his collaboration with Glenmorangie with a series of episodic films showing Ford journeying to Glenmorangie’s Highland home. The campaign aimed to capture the natural beauty of the local area: from the historic distillery in Tain where Glenmorangie has been produced for more than 180 years, to the storied 19th century Ardross Castle, and the dramatic landscapes surrounding Loch Glass.
Glenmorangie Original 12 Years Old and Glenmorangie Infinita 18 Years Old, also took a starring role in the mini films.
“I loved working with the team at the distillery — they were all great. The whole process of filming was full of unanticipated joys: little unexpected moments. It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious,” said Ford.
Since then the Hollywood A-lister has fronted Glenmorangie’s sponsorship of F1 as the single malt producer became the sport’s official whisky supplier, and unveiled The Altus, a 25-year-old Scotch carrying a price tag of £550.
A seam of humour has run through all of Ford’s promotional material for the brand with him often depicted as struggling with the Scottish lingo and mispronouncing local words and sayings.
Aitch / Southern Comfort
The Manchester rapper and I’m a Celebrity… Get Me Out of Here contestant hooked up with Southern Comfort in March to launch the limited-edition Northern Comfort. Designed to celebrate northern culture in the UK, Aitch said the drink was all about “showing love to the culture” and being “a proper celebration of the north’ because “sometimes we can be overlooked up here.”
Owned by the The Sazerac Company, Southern Comfort conducted consumer research to find that 64% of northerners in the UK take pride in their hometown, leading to the collaboration with Mancunian Aitch (real name Harrison Armstrong). To mark the launch of Northern Comfort and celebrate what the north has to offer, Aitch and Southern Comfort surprised fans with a gig on a moving train across the north, during which he performed his tracks Raving in the Studio and Straight Rhymez 2.
Southern Comfort will no doubt be keen to pursue further activity with the rapper after he finished in fourth place in the hit ITV show I’m a Celebrity…Get Me Out of Here, which aired in December. The exposure saw Aitch’s social media following grow to more than 2.7 million on Instagram, and 3 million on TikTok. Aitch is also an ambassador and campaigner for the Down’s Syndrome Association, and donated proceeds from his song My G, dedicated to his sister Gracie, to the charity.
Pharrell Williams / Moet & Chandon in March.
The Happy singer partnered with Champagne house Moët & Chandon on a limited edition collection created specifically to celebrate birthdays, which included the release of 30 bottles, priced at a cool €30,000.
“The best part about a birthday are the people who want to celebrate it with you,” Williams commented. “When I was old enough to toast with Champagne for the first time, Moët & Chandon was my point of reference. I suppose it’s just a tradition; it’s the ritual.”
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Williams, who is also the men’s creative director for Louis Vuitton, took inspiration from the Moët & Chandon archives where he discovered that the Champagne house’s signature tie on the bottle was originally a bow in 1889. This became the inspiration for his take on the new bottle designs. The Bow Capsule Collection featured Moët & Chandon Impérial Brut in magnum; Moët & Chandon Nectar Impérial Rosé; and Moët & Chandon Grand Vintage 2013, with a third cuvee available via private sale and “friends of the Champagne house”.
Not content to only lend his creative vision to Champagne, Williams is also preparing to open Japa Valley, a Napa Valley-inspired lifestyle hub in Tokyo, which is expected to be open to visitors by 2027, and which will have a focus on “the masterful art of Japanese sake brewing.”
F1 driver Charles LeClerc / Chivas Regal
Charles Leclerc, Scuderia Ferrari HP’s leading driver, penned a multi-year deal to become the global brand ambassador for whisky brand Chivas Regal. The racing driver accelerated the deal by hosting an exclusive, one-night-only pop-up piano bar named Leclerc’s in Melbourne on 11 March, just ahead of the 2025 Formula 1 season opener.
“Success is about blending all the right notes – on and off the track,” said LeClerc. “My craft demands time, precision, and dedication, but what truly drives me is the journey, my passions, and the moments shared along the way. Chivas Regal embodies this same ethos, encouraging people to find their own rhythm and celebrate every win, big or small. I’m excited to redefine success together and share this experience with fans through our partnership.”
Chivas Regal had already previously released a limited-edition kilt with Scuderia Ferrari HP ahead of the seasons-end Grand Prix. Called ‘The Tifosi Tartan’, the kit was designed by Scottish kiltmakers Kinlock Anderson to “fuse Scottish tradition with the spirit of Ferrari’s Formula 1 fandom” and draws inspiration from Chivas Regal’s own tartan and Ferrari’s iconic Rosso Corsa red.
Robert Pattinson / 1664
In October, the Twilight star became the first global ambassador for French beer brand 1664. The team behind the French beer, formerly known as Kronenbourg 1664, announced Pattinson as the new face of the brand as part of its evolution to become “a modern lifestyle player”.
“With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways. This is more than a partnership – it’s a statement of intent,” said Nikola Maravic, global marketing director at 1664.
Maravic added that Pattinson had been brought in to front marketing campaigns that “dramatise the debate of good taste” and “elevate beer into a premium lifestyle experience.”
Earlier in the year, 1664 Blanc partnered with London Fashion Week, and supported The British Fashion Council (BFC)’s The Shop, an archive and discovery space based in Regent Street. Speaking to the drinks business Dharmesh Rana, director of marketing for Carlsberg Britvic, owner of 1664, said: “At the start of 2024, we arrived in the UK market with a clear goal – to position 1664 Blanc as a premium lifestyle brand within the beer category, breaking the mould of what’s expected from a beer brand. We partnered with London Fashion Week as their principal partner to set 1664 Blanc apart by fusing the worlds of fashion and beer to drive awareness, consideration and cultural relevance with a new fashionable audience.”
Tom Holland /Astin Martin
The English actor’s non-alcoholic beer brand Bero became the official alcohol free beer partner of British car manufacturer Aston Martin. The collaboration will see Bero become “a prominent feature across core elements of the Aston Martin brand”, including collaborative content and global events. Added to this, Bero has already confirmed the start of a collaborative line of products, with more details to be revealed in due course
Speaking about the deal, Bero Brewing CEO John Herman said: “Tom and I are incredibly excited to announce Bero’s partnership with Aston Martin – a brand that exemplifies performance, British mastery and craftsmanship. We can’t wait for our two brands to work together to create experiences for people who seek an enriched lifestyle.”
As part of the deal, Bero will also be visible at select Aston Martin events and experiences globally.
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