2018Q1SpiritedVirginia - 13

T

Many celebrities over the
years have influenced the
business of liquor.
In a 2017 headline-making deal,
actor George Clooney sold the
liquor company he had started
from scratch, Casamigos Tequila,
to Diageo, a British multinational
alcoholic beverages company.
While spending time together
at their adjoining properties in
Mexico, Clooney and a friend,
Rande Gerber, joined by Mike
Meldman, had created the tequila as
a private selection for their own use.

"Casamigos really started by
accident as far as a company," cofounder Rande Gerber told Business
Insider. "As you do in Mexico, we
would drink a lot of tequila. We'd
go out to bars and restaurants and
bartenders would recommend them.
Some were good, some not so good
and some expensive. There came a
point where George turned to me
and said, 'Why don't we create one
that's perfect for us?'"

IMAGE COURTESY OF CASAMIGOS TEQUILA

o their fans, celebrities seem
larger than life. Even their
foibles and faults can add to
their intrigue. Mostly, they earn
attention through achievements
on screen, on stage or in the
sports arena. Everyday folks want
to know their stories and learn
about their lives. And when these
stars use certain products, well,
fans follow suit.
In celebrity branding or
endorsements, people who are well
known use fame to help promote a
product or service or social issue.
In some cases, celebrities may use
their resources to create their own
business. Many celebrities over the
years have influenced the business
of liquor.

George Clooney, right, sold the company he started from scratch-Casamigos Tequila-in 2017.

SPIRITED VIRGINIA | JANUARY | FEBRUARY | MARCH 2018 13



2018Q1SpiritedVirginia

Table of Contents for the Digital Edition of 2018Q1SpiritedVirginia

2018Q1SpiritedVirginia - Cover1
2018Q1SpiritedVirginia - Cover2
2018Q1SpiritedVirginia - 1
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2018Q1SpiritedVirginia - Cover3
2018Q1SpiritedVirginia - Cover4
https://www.nxtbook.com/leisuremedia360/leisure/spirited-virginia-q1-2022
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ42021
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https://www.nxtbook.com/nxtbooks/leisure/SPVAQ12020
https://www.nxtbook.com/nxtbooks/leisure/SPVAQ42019
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https://www.nxtbook.com/nxtbooks/leisure/2018Q4SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q3SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q2SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2018Q1SpiritedVirginia
https://www.nxtbook.com/nxtbooks/leisure/Spirited_Virginia_Q4_2017
https://www.nxtbookmedia.com