The booze market is abuzz with celebrity brands hoping to catch lightning in a bottle. You’ll find a couple of bourbons here, but mostly we found tequila has captured the famous eyes.
Big Shots (and Their Tequila)
Dozens of spirited celebs have taken the leap into the liquor market since George Clooney and Rande Gerber sold their famed Casamigos tequila to the spirits company Diageo for a reported $1 billion. Here, Penthouse takes a look at notable booze brands launched by some of the biggest names in showbiz and sports. So belly up to the bar, and learn more about these top-shelf celebs.
KENDALL JENNER
The 25-year-old model and star of the recently wrapped Keeping Up with the Kardashians named her 818 tequila after the area code of her native L.A. Judges at the World Tequila Awards say 818’s reposado has “an earthy nose which hints at pecan pie, sweet potato and caramel.” But booze isn’t her only venture. With her makeup mogul sister, Kylie Jenner, the couture queen launched the Kendall + Kylie fashion line. She also broke into the beauty industry with the oral hygiene line Moon. And the entire Kardashian clan is gearing up for a new reality show on streaming service Hulu.
DWAYNE “THE ROCK” JOHNSON
The former wrestler turned action movie hero owns Teremana tequila with co-founders Dany Garcia, Jenna Fagnan and Ken Austin. The brand’s reposado and blanco have been praised for their citrus-tinged flavor and oaky nuances, and the Ballers actor, 49, has frequently featured the liquor on his popular Instagram account. The savvy businessman has also partnered with apparel manufacturer Under Armour to release the Project Rock collection, which includes training shoes, hats, bags and clothes for men and women. He’s also launched Athleticon, a competitive bodybuilding show in the vein of Mr. Olympia.
RITA ORA
The “Let You Love Me” songbird, 30, says she collaborated with a female master distiller on Próspero’s blanco, reposado and añejo varieties with hopes to “push boundaries” in a largely male-dominated segment of the industry. Upon its 2020 release, she explained, “I do feel like this project really comes from the heart.” The British performer has also branched out into acting and modeling. She’s been the face of Italian sneaker brand Superga and has a designer collaboration with Adidas. She’s also co-designed a capsule shoe collection with Italian footwear legend Giuseppe Zanotti.
JUSTIN TIMBERLAKE
The 40-year-old recording artist — and star of the flick Palmer — brought the “SexyBack” to the alcohol market in 2013 with business partner Kevin Ruder via their award-winning 901 tequila, which has since been renamed Sauza 901. Its reposado is said to feature hints of vanilla, while the añejo boasts notes of pepper, coffee, nuts and roasted oak. The former NSYNC boy bander has sold more than 32 million albums as a solo artist. But he’s also been involved in the restaurant biz and launched the William Rast clothing line with pal Juan “Trace” Ayala and the collaborative collection Fresh Leaves with Levi’s.
SAMMY HAGAR & ADAM LEVINE
The “I Can’t Drive 55” rocker, 73, and the Maroon 5 frontman, 42, collaborated on what they call the world’s first tequila-mezcal hybrid in 2017 — 11 years after the former Van Halen singer founded Cabo Wabo tequila and seven years after he sold his stake in CW to the Campari Group for $11 million. Sammy has owned nightclubs in Mexico, Lake Tahoe, Fresno and Las Vegas, and in 2011, he launched Sammy’s Beach Bar Rum. Adam created the First Act 222 guitar, which was built to his specs and sold in Target, and also launched his own fashion line, 222.
MICHAEL JORDAN
The 58-year-old Chicago Bulls veteran and six-time NBA champ — along with four co-founders — created Cincoro tequila, its name being a portmanteau of the Spanish words for “five” and “gold.” You’ll need deep pockets for its ultra-premium extra añejo, which clocks in at nearly $1,600 — but other varieties come with more reasonable price tags, hovering near the $100 mark. Of course, money is no object for Jordan, who’s worth a reported $1.6 billion. The retired jock is principal owner of the NBA’s Charlotte Hornets and co-owner of NASCAR’s 23XI Racing, which fields driver Bubba Wallace. Jordan’s got numerous endorsement and business feathers in his cap, including his hugely popular Air Jordan sneakers with Nike.
CARLOS SANTANA
The legendary guitarist, 73, actually hails from Jalisco, Mexico, the famed home of tequila, giving him a greater connection to the spirit than most celebrities. Casa Noble has been produced since the 1700s, but Santana, along with business partners, bought a stake in the brand in 2011. The iconic axman has also used his musical knowledge and expertise to design several Gibson and PRS Guitars. In 2019, Santana launched the Carlos Santana Coffee Company, and a year later, he announced a partnership with Left Coast Ventures, a cannabis and hemp business headquartered in Santa Rosa, Calif., which saw the creation of cannabis brand Mirayo.
AC/DC
Thunderstruck is more than one of the Australian rock bands biggest hits — it’s also the name of their successful tequila line. The brand’s earthy silver variety is said to feature a buttery taste with a semi-dry fade and a smooth finish, while its reposado is a robust beverage with a warm, golden hue. The tequila followed the 2012 debut of the band’s Thunderstruck wine. They’ve also got their own Rock or Bust German premium lager, AC/DC beer and the energy drink High Voltage. But that’s just the tip of the iceberg for the legendary rockers, who’ve also had their own branded headphones, Converse Chuck Taylors and a Monopoly board game.
TOBY KEITH
The 59-year-old country superstar’s Wild Shot mezcal sets itself apart from the pack by being made with 100 percent green agave — instead of tequila’s typical Blue Weber agave — and by featuring a worm in the bottle. According to Keith, “It’s not there for the looks. It is there to be eaten.” The singer also owns the popular Toby Keith’s I Love This Bar & Grill restaurant chain, which is named after one of his hit tunes, and established the clothing line TK Steelman, among other business ventures. With an estimated net worth of $365 million, he’s been dubbed the Cowboy Capitalist.
CHRIS NOTH
Sex and the City’s Mr. Big is the face of Ambhar tequila, as well as the brand’s creative director and majority shareholder. Noth, 66, once bragged his booze was “better,” “richer and more complex” than Casamigos, but he generously added, “There’s room in the market for both.” The accomplished actor, who’s reprising his iconic role in the Sex and the City HBO Max reboot, is also a big name in NYC nightlife. He’s been a co-owner of The Cutting Room with Steve Walter since its founding in 1999, and with co-investors David Wells and Damon Dash, he was an owner of The Plumm, which closed in 2009.
POST MALONE
This year has brought plenty of new music, including the song “Tequila Shots” from G-Eazy and Post Malone. Although the tattooed “Circles” singer doesn’t have his own brand of tequila, in 2018 he was presented with a custom bottle of Avión Reserva 44 — which was engraved with an image of his famous face. However, you may be surprised to learn that Malone is behind Maison No. 9 wine, an homage to rosé. The vino’s name is said to be inspired by the artist’s favorite tarot card — the Nine of Swords — and is priced at a very affordable $22.
MATTHEW MCCONAUGHEY
The Lone Star State’s favorite bongo-playing son, Matthew McConaughey, joined forces with Kentucky bourbon distillery Wild Turkey to launch Longbranch. The small batch, eight-year-old bourbon boasts flavors of caramel, pear and hints of citrus with notes of pepper and toasted oak. But bourbon isn’t McConaughey’s only passion. The 51-year-old Oscar winner is also a minority owner in Major League Soccer’s Austin FC. Calling the sport a “great uniter,” the actor says he’s focusing on establishing a “legacy” that utilizes Austin’s culture to help the franchise’s “roots grow deeper, not just wider.”
Alright, alright, alright. (Sorry. Had to be done.) … Seriously, though, we were impressed that the star shunned the typical tequila branch in favor of some good ol’ American bourbon. It even has its own web site which you can check out — presuming you can remember your birthday or at least be able to subtract 21 from 2021. If you cannot, you likely should not be here anyway. You’re gonna be confused.
