The Dreaming Tree wines, Toby Keith with Wild Shot Mezcal

摘要

Celebrity endorsement of wine and spirits is not exactly new. Orson Welles famously assured TV viewers back in 1980 that Paul Masson would "sell no wine before its time." But the past decade has seen significant shifts both in the frequency of celebrities aligning with wine and spirits brands and in the nature of the endorsement. Some are spokespersons, some are brand owners, some have licensed their names and images. Some appear in ads or at promotional events, radiated online. In general, celebrity-brand relationships have become more of a two-way street-not to mention one with more lanes. As more celebrities want in to this relatively glamourous world, more wine and spirits marketers appear eager happy to bring them along for the ride.