Why Are Celebrity Drinks Everywhere?

Jaega Wise and Robbie Armstrong explore the exponential growth of celebrity-backed drinks brands. She asks why so many stars want a piece of this rapidly growing pie, and charts the rise of everything from A-Lister tequilas and rums to supermarket shelves stacked with celeb-branded wines.
Jaega heads to one of UK’s biggest drinks events of the year, Dr Dre and Snoop’s Gin & Juice launch, where she speaks to Shaquille O’Neal, Yungblud, Ella Eyre and Yasiin Bey on the star-studded red carpet.
She hears from Blur’s Alex James about his English sparkling wine, and chats with Emma Watson’s brother Alex about the premium gin he’s launched with his sister.
Brett Berish of Sovereign Brands talks about the process behind creating some of the world’s most popular celebrity-endorsed spirits. Filling up his cup with more than a splash of cynicism, Aaron Goldfarb guides Jaega through the winners and losers in his list of the best and worst celebrity spirits on the market.
Jaega sits down with Noble Rot founder Dan Keeling, who discusses his previous career in the music industry, why he thinks celebrities should leave the winemaking to winemakers, and the growing trend of vigneron-as-celebrity.
Producer Robbie Armstrong pops a few star-studded corks with wine writer and author of ‘Corker’, Hannah Crosbie, explains the appeal of celebrity booze for consumers, and talks us through which ones might be worth your money. Jennifer Creevy, head of food and drink at trend forecaster WGSN, predicts what the future holds for the celebrity category – and which drinks might come of age while others spoil.
Presented by Jaega Wise.
Produced by Robbie Armstrong.