“Partnerships like these are an easy way for celebrities to monetise their fame and have people buy into their fame, but the type of alcohol says a lot about the celebrity,” says Adam Ferrier, consumer psychologist and founder of Tinkerbell agency. “The alcohol brand can help build their personal brand.”
“Margot Robbie and Papa Salt seems like a great fit. It’s distilled in Byron Bay and uses native ingredients which enhances her image as a laid-back Australian.”
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However, not all celebrity and alcohol collaboration are as successful as Clooney’s billion dollar deal or the 2020 sale of Deadpool actor Ryan Reynolds’ Aviator Gin for $US610 million. Olivia Newton John’s Koala Blue wine launched to mixed reviews in 2002, while few people recall Paris Hilton’s association with cans of Rich Prosseco.
“For celebrities it’s generally a safe bet because their fame is greater than the product,” Ferrier says. “If it doesn’t work, there’s little potential damage to their career.”
Celebrities may be safe but the proliferation of partnerships, from Sarah Jessica Parker’s Invivo X SJP Range of wines to Drake’s Virginia Black American Whiskey, may have damaged some consumer confidence along the way,
“The industry in Australia sees these more as gimmicks than serious quality brands,” says Dave Spanton, founder of Australian Bartender magazine and proprietor of Kings Cross bars Piccolo and Vermuteria.
“It’s a turn-off for people serious about their drinks and should be tasted with suspicion. In America, it works differently, as following the lives of celebrities is at fever pitch for millions of people, so anything they endorse is consumed in mass without any thought.”
But with his tannin-proof smile, Ricciardo doesn’t seem to be flustered.
“Look, I’m new to this, and I don’t expect to know everything, but they’ve allowed me to chase the experience I’m after,” says Ricciardo. “We’re making sure that no one is calling it vinegar.”
