Celebrity-endorsed editions

Celebrity editions

By Neel Madsen

Images: Cardiff Distillery

Premiumisation and limited editions have the same goal – to catch the consumer’s attention and make them feel special. Celebrity endorsement aims to take that feeling to the next level.

n the high-end spirits market, there has been a veritable infestation of celebrities putting their name to limited editions or new brands of premium drinks in recent time. Some have even gone as far as buying their own brand (and having a lot of fun in the process).

Diageo is just one of many brand owners that have seen the potential of featuring a celeb as the face of a premium spirit. In 2017, the global alcohol beverage company took control of tequila brand Casamigos, which had been co-founded five years earlier by film star George Clooney. Last year, it went on to buy American Aviation Gin, whose co-owner was Ryan Reynolds, in a deal that sees the Deadpool star continuing to front the brand in its marketing campaigns.

When Reynolds teamed up with his actor/director friend Rob McElhenney to take over Wrexham Association Football Club in Wales earlier this year, the pair celebrated by introducing a limited-edition Aviation American Gin, with the club’s colours and logo on the label. This was recently followed by a version reflecting the colours of the away shirt. Both editions are presented in clear bevelled, art deco-style glass bottles that ooze shelf appeal.

Another recent collaboration saw Phoebe Waller-Bridge of Fleabag – and now also James Bond – fame working with Edinburgh Gin. The actor/writer/director designed a limited-edition bottle and accompanying carton telling the story of Fleabag’s connection with the Edinburgh Fringe Festival, with all profits from sales going to support upcoming artists. Screenprinted front and back, the bottle came to life with the support of design agency D8 and the packaging even includes a handwritten note from Andrew Scott, who played the ‘Hot Priest’ in the TV series.

Sports personalities are also getting in on the act. Pro-golfer Lee Westwood’s name can be found on a single cask whisky from Loch Lomond Distillery, which he created together with their master blender. The limited-edition whisky, which has been aged for 25 years representing the number of wins Westwood has had on the European Tour, is presented in a gift box featuringhis signature, as he joins other pro-golfers in working with Loch Lomond.

Cardiff Distillery has introduced The Collective, a new series of gins launched by former Wales and British & Irish Lions players Shane Williams, James Hook, Lee Byrne and Mike Phillips. The two initial offerings come in beautiful violet and turquoise bottles with digitally printed labels featuring copper hot foil and embossing by Kutchibok Design and Berkshire Labels, and two more flavours are planned. “The response to the design and packaging of the bottles has been fantastic – gaining attention from global players. We couldn’t ask for more!” said Paul Miller, Associate Director.