CELEBRITIES ENDORSING OR OWNING SPIRIT BRANDS: HOW AND WHY?

Celebrity Fame and Booze

Recent sale of George Clooney's Casamigos tequila to Diageo has stirred a great deal of publicity.

The spirits giant spirit company paid US$700m for Casamigos to start with, and Diageo will potentially pay an extra US$300m based on the brand’s performance over the next 10 years. And recently, Casamigos announced getting into mezcal as well.

The media entertainment does not pay as much as it used to and celebrities have to find new ways to increase their revenue besides through their original craft.

Thus, using their fame they make appearances, endorsements, more concerts, ... etc... anything they can leverage their brand with. Now, because of social media growth as a mean of communication, people are more influenced than ever by publicity celebrities make or just simply generate. No need to buy tabloid magazines anymore. Just follow them on Twitter!

Consequently, endorsing or owning part of a wine/beer/spirit brand has become a recourse to increase revenue for celebrities.

Read about 21 celebrities with their own alcohol brand here.

Reference: Ranker News

ALEXANDRE RICARD IS LEADING THE CEOS TO USE SOCIAL MEDIA

Chief executives are turning to social media more than ever and Pernod Ricard's is no different, with Alexandre Ricard looking to the medium to help align its corporate and consumer brands.

Ricard, who has set the company's agenda to get closer to people by tapping their digital behaviours, is part of a growing number of social chief executives. As of 2015 the number of chief executives of the world's top 50 companies on social media is still low at 28 per cent, according to Weber Shandwick's 'Socialising your CEO' audit. However, eight in 10 are now engaged online and via social media - a rate which has more than doubled since the audit started in 2010. The most popular social networks used by company bosses are LinkedIn (22 per cent) and Twitter (10 per cent), according to the study.

A stronger social media presence also chimes with Alexandre's bid to be a more consumer-focused business; meaning eventually it will be able to put a Pernod Ricard brand in any consumption occasion

Source: The Drum

THE BNIC AWARDED COGNAC-EXPERT.COM THE PRIZE OF 'BEST WRITER OF THE YEAR'

One of the media which has made the greatest impact in our lives in the past 10 years has been social media. It is incredible to see that people, habits and patterns might have changed because of this.

Social media is an incredible modern way to communicate and a few people have made a tremendous contribution in the cognac industry with social media. Three organizations are particularly noticeable:

. the Bureau National Interprofessionnel du Cognac (BNIC) or Cognac Bureau, the French government agency covering the legal and associative work around the industry.

. CognacFans.com, Cognac-World.com, etc.

. but more noticeably Cognac-Expert.com

One would have to be very pompous to self proclaim himself or herself a 'Cognac Expert'. Yet, Max von Olfers and his sister Sophie von Olfers have mastered the subject and covered the subject in such a way that they have clearly made the cognac-expert.com the 'go-to' website to read interesting aspects and news about cognac and the Cognac region.

Cognac-Expert.com is a family project (Estd. 2010) that turns out to be a nice venture which is now a reference in the cognac scenery. In Fact, last year in September 2013, the BNIC recognized cognac-expert.com as the 'best writer of the year' during the ceremony of the annual banquet and auction 'La Part des Anges'.

Cognac-Expert.com by Max von Olfers and Sophie von Olfers

I believe we were among the very first 'outsiders', meaning outside of their family and friends,  to notice their talents and to get involved with them.

Like every projects and businesses cognac-expert.com has changed since 2010, and their are now involved in e-retailing in association with the Cognatheque (www.cognatheque.com). Their selection and perspective on the products they offer make their website/blog one of the best for consumers to source a rare cognac and the information that goes with  it.