Casamigos, owned by Diageo, is the top-selling celebrity-backed tequila and spirits brand on US alcohol e-commerce platform Drizly.

Casamigos is the best-selling tequila on Drizly
George Clooney is one of the co-founders of Casamigos Tequila, which he later sold to Diageo

In the spirits category on Drizly to date, the top-selling celebrity-backed brands are: Casamigos, Cîroc Vodka, Teremana Tequila, 818 Tequila, Código 1530 Tequila, Aviation Gin and Proper No. Twelve Irish Whiskey.

Tequila holds a 19% share of the spirits category on Drizly in 2022, up from 18% in 2021, 15% in 2020 and 13% from 2019.

In 2022, Casamigos, founded by George Clooney, held a 22% share of the Tequila segment on Drizly, the number one on-demand alcohol marketplace in the United States.

The brand, which was sold to Diageo in 2017 in a $1 billion deal, saw 6% market share growth from 2020 on the platform and 56% market share growth. market from 2018.

Casamigos nearly doubled its volumes to 2.2 million nine-liter cases in 2021, just a year after surpassing the one-million-case mark for the first time, according to data from Brand Champions 2022.

Casamigos Blanco, Reposado, and Añejo are among the top five sellers in their respective Tequila subcategories.

The brand’s most expensive style, añejo, is the second best-selling añejo tequila on Drizly after Diageo’s Don Julio 1948.

Teremana, founded by actor Dwayne ‘The Rock’ Johnson and partly owned by Mast-Jägermeister, is the ninth best-selling tequila brand on Drizly to date.

The brand saw 11% share growth on Drizly from 2021 to 2022 in the Tequila category, and 56% share growth from 2020 to 2021.

Model Kendall Jenner’s 818 brand saw an 80% growth in market share from 2021 to 2022 in the Tequila category on the platform.

Launched in May 2021, the Tequila brand president recently confirmed that it has reached its first annual goal.

Código 1530, co-founded by country music star George Strait, has seen its market share increase by 20% within Drizly’s Tequila segment from 2020 to 2022. Pernod Ricard acquired a majority stake in the brand in October 2020. ‘last year.

Category performance

For the past two years, Aviation Gin, backed by Ryan Reynolds, has held a 9% share of the gin category on Drizly. The Diageo-owned brand lost a percentage point in market share compared to 2020.

Aviation is the third best-selling gin brand to date on the Drizly platform.

Cîroc, owned by Diageo, backed by rapper Sean “Diddy” Combs, is the ninth best-selling vodka brand on Drizly. He has a 3% share of vodka sales on Drizly.

The brand has grown by 4% in market share from 2020 and 24% in market share from 2018.

Top celebrity-backed whisk(e)ys on Drizly include: Proper No. Twelve, Heaven’s Door, Brother’s Bond and Blackened American whiskeys, and Mercer + Prince Canadian whiskey.

Pro fighter Conor McGregor’s Proper No. Twelve brand held a 3% share of the Irish whiskey category on Drizly in 2022, 2021 and 2020. The brand was sold to Jose Cuervo’s owner Becle as part of a a US$600 million deal in April 2021.

Bumbu Rum, backed by Pernod Ricard, which has rapper Lil Wayne as an investor, has a 2% share of all rum sold on Drizly. The brand saw 55% growth in market share from 2020 and 466% growth in market share from 2018.

Musician Bruno Mars’ Selvarey brand saw 80% growth in market share last year, compared to 2021, in the rum segment on Drizly.

Ten to One, co-owned by singer Ciara, saw 183% market share growth from 2021 to 2022 in rum sales on Drizly.

In 2023 to date, two celebrity brands rank in the top 5 bestselling brands on Drizly for the mezcal category, Casamigos (#3) and Dos Hombres (#5), the latter of which was founded by breaking Bad stars Bryan Cranston and Aaron Paul.

At Drizly 2022 Retail Report54% of retailers cited “celebrity owned” as a type of product they intentionally stock.

“Our retail partners have reported that ‘celebrity ownership’ is an important product attribute when it comes to what they intentionally stock,” said Liz Paquette, consumer insights manager. at Drizly.

“In fact, 54% of retailers in Drizly’s annual report Retail Report cited star power as the special product attribute that matters the most.

“Celebrity endorsements and the integrated marketing platform that comes with celebrity endorsements certainly play a role in popularity.

“However, overall product quality remains important to overall stamina. Casamigos is a great example of this as it has become the number one tequila brand on Drizly.

New research has revealed that Diageo’s spirits portfolio is present in nearly 80% of US locations.

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