Kendall Jenner, Michael Jordan, the Rock. How American celebrities are changing Mexico’s tequila industry.
Celebrities such as The Rock and George Clooney have helped the stratospheric rise in popularity of Tequila and other agave spirits. But canny consumers will discern whether the stars have a real passion for the spirit.
Stars are following in the footsteps of George Clooney's hit with Casamigos, and the spirit may not be better for it.
If you are an outsider making tequila, the least you can do is gain understanding and respect for the culture, and the people who work hard to make the product.
Celebrity brands are pillaging Mexico's agave to make subpar products — she's just the most visible one.
Is this a trend that’s driven purely by financial incentives, whether to cash in like Clooney and company, or to profit from America’s increasing appreciation of the spirit?
Last year was a busy time in the tequila world. Here's what we expect to see in 2020, and beyond.
Following the landmark success of George Clooney’s tequila brand Casamigos, a crop of celebrities have tried to mimic its popularity with their own labels in the US.
Tequila net sales were up 36% in the first half of the fiscal year.