Retail Takeover: Are Celebrity Food Brands the Next Big Thing After Spirits and Wine?

When George Clooney and Rande Gerber sold their tequila brand Casamigos to Diageo for a staggering $1 billion in 2017, the celebrity spirits game changed forever. That watershed moment triggered a gold rush of stars eager to attach their names to bottles across liquor store shelves. Today, the spirits and wine categories are saturated with celebrity faces – from Kendall Jenner’s 818 Tequila to Dwayne “The Rock” Johnson’s Teremana, Brad Pitt’s Château Miraval to Ryan Reynolds’ Aviation Gin.

But a new frontier is emerging as celebrities eye the grocery aisles. Is the food sector poised to become the next celebrity brand battlefield? Let’s explore the current landscape, challenges, and potential trajectory of celebrity food brands compared to their spirited predecessors.

The Spirits Success Story: Why Celebrities and Alcohol Mix So Well

The celebrity alcohol market has exploded beyond anyone’s expectations. By late 2022, over 350 celebrity-affiliated alcohol brands existed, skyrocketing from fewer than 40 in 2018. This isn’t just about slapping a famous face on a label – many celebrities have built billion-dollar empires through strategic partnerships and acquisitions.

“Alcohol offers the perfect blend of luxury, lifestyle, and high margins,” says beverage industry analyst Maria Gonzalez. “Celebrities can charge premium prices – about 73% higher than non-celebrity equivalents – while crafting brand stories that align with their public personas.”

The numbers tell the story: Aviation Gin (Ryan Reynolds) sold to Diageo for up to $610 million. Proper No. Twelve Irish Whiskey (Conor McGregor) sold a majority stake for $600 million. D’Ussé Cognac (Jay-Z) was valued at over $100 million when the rapper sold his stake.

What makes spirits and wine such natural fits for celebrity endorsement?

High margins and premium positioning: The perceived value of alcohol allows for significant markups Lifestyle alignment: Alcohol easily connects to aspirational lifestyle marketing Regulatory barriers: Alcohol distribution laws create moats around established brands Cultural significance: Drinking certain brands signals status and taste Collectibility factor: Consumers proudly display bottles and collect limited editions

The Food Frontier: Different Rules Apply

While spirits brands offer glamour and hefty profit margins, celebrity food brands face a different set of challenges. The grocery aisle operates under different consumer psychology than the liquor cabinet.

Current Celebrity Food Brand Landscape

The food space has seen notable entries from celebrities, though with more mixed results than spirits:

Condiments and Sauces : Paul Newman’s Newman’s Own (established 1982) remains the gold standard, donating all profits to charity

: Paul Newman’s Newman’s Own (established 1982) remains the gold standard, donating all profits to charity Snacks : Rob Lowe’s Profile nutrition bars, Ayesha Curry’s International Smoke snacks

: Rob Lowe’s Profile nutrition bars, Ayesha Curry’s International Smoke snacks Cooking/Meal Solutions : Martha Stewart’s meal kits, Chrissy Teigen’s Cravings by Chrissy Teigen line

: Martha Stewart’s meal kits, Chrissy Teigen’s Cravings by Chrissy Teigen line Specialty Foods: Oprah Winfrey’s O, That’s Good! comfort food line, LeBron James’ Ladder sports nutrition

“Food brands require a deeper authentic connection than alcohol,” explains food marketing expert Thomas Chen. “Consumers ask themselves, ‘Why would I believe this celebrity knows anything about pasta sauce or nutrition bars?’ The tie must feel genuine.”

Why Food Presents Unique Challenges

Several factors make food a tougher category for celebrity entry:

Lower margins: Food products typically offer thinner profit margins than spirits Practical vs. aspirational: Consumers approach food pragmatically rather than as status symbols Frequent purchase cycle: Food must deliver consistent value, not just one-time “trophy” appeal Kitchen credibility: Consumers expect food expertise, not just star power “Collectibility fatigue”: Unlike spirits, consumers rarely accumulate multiple celebrity condiments

As one industry analyst noted, “People might proudly display five different tequilas on their bar cart, but nobody wants twenty different celebrity hot sauces in their pantry.”

Investment Models: Ownership vs. Endorsement

One notable difference in the food sector is the prevalence of investment roles rather than full ownership. Celebrities often take minority stakes or advisory positions rather than launching their own brands.

Travis Kelce and Brooks Koepka invested in Casa Azul’s tequila soda, while Naomi Osaka and Lance Armstrong back Athletic Brewing’s non-alcoholic beer. This approach reduces risk while still leveraging star power.

“For most celebrities, being a brand ambassador or investor in food makes more financial sense than building something from scratch,” says consumer goods investor Rebecca Liu. “The infrastructure required for food manufacturing, distribution, and safety compliance is significantly more complex than contracting with a distillery.”

The Success Factors: What’s Working and What’s Not

While the jury is still out on whether celebrity food brands will match the success of spirits, certain patterns are emerging:

What’s Working in Celebrity Food

Authentic culinary connections: Celebrities with established food credentials perform better (chefs, cookbook authors) Mission-driven brands: Newman’s Own model of philanthropy creates goodwill Targeted niche products: Specialty items in underserved categories Digital-first approaches: Direct-to-consumer models with strong content strategies Collaborations over ownership: Limited-edition partnerships with established brands

What’s Struggling

Generic product entries: Celebrity-branded staples with no clear differentiation Overpriced basics: Premium pricing without justifiable quality differences Disconnected personalities: Stars with no logical connection to food Traditional retail strategies: Relying solely on physical store distribution Weak digital integration: Missing the content-commerce connection

Consumer Demographics: Who’s Buying Celebrity Food?

Unlike spirits, which appeal across age demographics (though differently), celebrity food brands show a clear generational divide in awareness and purchase intent.

According to recent market research, only 32% of all shoppers are aware of celebrity affiliations with food brands. However, this jumps to 58% among Gen Z and 47% among millennials. This generational awareness gap presents both challenge and opportunity.

“Younger consumers approach food differently – they’re more experimental, more influenced by social media, and more likely to try products based on who’s behind them,” explains consumer behavior researcher Dr. Samantha Winters. “The challenge is converting that awareness into repeat purchases.”

The data shows that while Gen Z might try a product once for the celebrity connection, retention requires genuine quality and value. This presents a steeper adoption curve than spirits, where occasional consumption is the norm.

The Future Landscape: Where Celebrity Food Brands Are Heading

Several emerging trends suggest how the celebrity food space might evolve:

1. Tech-Enabled Distribution

Platforms like TalkShopLive have already revolutionized celebrity alcohol sales through livestreams. Food brands could follow this model, leveraging direct-to-consumer channels to bypass traditional retail gatekeepers.

2. Limited-Edition Collaborations

Rather than permanent product lines, more celebrities are testing “drop” models with existing food brands – limited runs that generate buzz without requiring long-term infrastructure.

3. Health and Sustainability Focus

Celebrity food brands are increasingly positioning around wellness, sustainability, and social impact – leveraging stars’ abilities to influence lifestyle choices beyond simple indulgence.

4. Retail Exclusivity Strategies

Following Ulta Beauty’s successful model with celebrity beauty brands, food retailers might develop exclusive celebrity partnerships to drive foot traffic and differentiation.

5. Content Integration

The most promising approach combines products with content – cooking shows, recipe platforms, and social media that create an ecosystem around the food brand rather than relying on products alone.

The Bottom Line: Evolution, Not Revolution

While celebrity food brands are unlikely to match the explosive growth seen in spirits, they represent an evolution in how stars monetize their influence. The winners will be those who understand the fundamental differences between how consumers approach food versus alcohol.

“Food requires a longer-term commitment to quality and authenticity,” concludes food industry consultant James Chen. “It’s not about the flash of a spirits launch but building genuine connections with consumers’ daily lives. The celebrities who understand this distinction will be the ones who succeed.”

For industry professionals watching this space, the lesson is clear: celebrity food brands aren’t simply spirits brands with different packaging. They require different strategies, expectations, and metrics for success. Those who recognize these distinctions will be best positioned to capitalize on the next wave of celebrity food innovation.

What’s Your Take?

Are you seeing increased consumer interest in celebrity food brands? Has your business considered celebrity partnerships or investments? Share your experiences in the comments below or connect with us directly to discuss how these trends might impact your business strategy.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.