Celebrity-backed alcoholic beverages have become a booming trend, with stars from Kylie Minogue to Margot Robbie launching their own brands. But do they actually taste good, or are they just selling a fantasy? A recent taste test put several celebrity drinks to the test to find out.
Margot Robbie's artisanal gin, Papa Salt, made headlines when bars refused to stock it due to oyster shells being used in its distillation. The gin, inspired by Robbie's time living in Clapham, features Australian flavours like wattleseed and wax flower. However, food and drink writer Joanne Gould questioned the practicality, asking: 'What barman wants to have to ask every customer that orders a gin and tonic whether they're allergic to shellfish?'
The trend is not limited to gin. George Clooney sold his Casamigos tequila brand for $1bn in 2017, and industry figures show a 16% rise in celebrity-endorsed tequila sales in 2023, compared to 3% for the spirit overall. Stars often favour tequila due to its short production times. Even non-drinkers are getting in on the act, with many launching zero-alcohol options.
Despite only 1% of UK drinkers admitting to being swayed by celebrity endorsement, a study found that 53% of Britons would be more likely to buy booze from a famous person they felt warmly towards. This suggests the appeal lies in the fantasy of sharing a drink with the star. Kylie Minogue's pink prosecco, for example, sells more than any other in the UK, possibly because it evokes images of sipping with the singer on a beach in Ibiza.
The taste test, conducted with Gould and an 18-year-old stepdaughter, sampled a range of celebrity drinks, starting with the most expensive. The results were mixed, with some offerings impressing and others falling flat. The testers noted that while the drinks may not live up to the star's image, the fantasy of sharing a drink with a celebrity remains a powerful draw.
