OVER THE PAST few years Ireland and the world has seen the rise of the most talked about athlete on the planet, Conor McGregor. From his first professional MMA bout in 2008 to his introduction to the UFC in 2013, Conor has gone from strength to strength, to making history in fighting Floyd Mayweather and breaking the PPV record in the UK. Despite a loss to Khabib Nurmagamedov in his last fight, he is highly regarded as one of the best fighters the UFC has ever seen. In 2018 Conor tried to break into and reach the top of another game, The Whiskey Market. In September 2018, Conor released Proper No.12 Irish Whiskey named after his hometown of Crumlin Dublin 12. McGregor is the owner and founder of Proper 12. His partnership is with Proximo, the parent company of Bushmills in Northern Ireland, a very prominent whiskey brand. McGregor isn’t the first celebrity to improve their wealth and reach in the modern culture by expanding into alcoholic brands.
In 2013 George Clooney and two of his friends created their own tequila, through a distillery in Mexico. They had only created it for personal use between family and friends. Casamigos, the name of the drink, was then released to the public two years later. In 2017 the company was sold to Diageo for 700 million with an added 300 million in bonuses for brand performance. World renowned actor Ryan Reynolds is also the face of an alcoholic beverage with his very own Gin, Aviation Gin. Although the brand itself has been operating since 2006, earlier this year Reynold’s purchased a huge chunk in the stocks. He then went on to become the leading face of the Gin.
One of the more well-known ‘luxury’ vodka’s in the world goes by the name ‘Ciroc’. In 2007 Sean Combs, better known as P Diddy, became brand ambassador for the struggling brand. He then led the marketing campaign and helped boost sales of the product massively, even referring to himself as ‘Ciroc Obama’.
Another Irish celebrity branded drink comes from the loved Irish band “The Pogues”. Distilled in Cork they released their Whiskey, simply branded “The Pogues Irish Whiskey”. A great hit in Irish bars and clubs its quite a niche product which fans would buy not only to drink but to have a bottle as some sort of a decoration.
Curtis Jackson better known as ‘50 cent’ became brand ambassador of a vodka from France named EFFEN. He recently sold his share in the company for a staggering 60 million US Dollars. He now has a new project in the work with his official launch of the new champagne ‘Le Chemin Du Roi’. It is being bottled and prepared by Champagne Castelnau, in the most potent growing area of France. It adds to a growing trend of Hip-Hop stars buying and becoming ambassadors of alcoholic brands, such as Jay Z when he bought out Armand de Brignac Champagne, while Nas has been a partner with the globally known Hennessy cognac for over half a decade.