ICONIC. VISIBLE. VALUABLE

Build a brand that is both iconic and visible, by leveraging celebrity partnerships and expanding through global merchandising.

The Power of Celebrity Beverage Brands

Unlocking Growth Through Strategic Partnerships

Casamigos Tequila (George Clooney)

Casamigos quickly became a premium tequila brand, driven by Clooney's authentic engagement and the product's high quality.

Acquired by Diageo for $1 billion in 2017, proving the potential for significant returns from a strong celebrity partnership. Casamigos continues to thrive, with sales increasing from 2.2 million cases in 2021 to 3 million in 2023.

david beckham pouring stella artois beer

Proper No. Twelve Irish Whiskey (Conor McGregor)

Proper No. Twelve rapidly emerged as a disruptive force in the Irish whiskey market, powered by McGregor's massive social media following and passionate brand promotion. The UFC champion's authentic connection to his Irish heritage helped the brand sell 500,000 cases in its first six months, quickly becoming the fourth most popular Irish whiskey globally.

David Beckham's 2023 partnership with PerfectDraft and Stella Artois brings significant brand awareness to the brewery. The collaboration leverages Beckham's iconic status to enhance Stella Artois' premium positioning and market presence, demonstrating the power of strategic celebrity endorsements in refreshing established brands.

David Beckham X Stella Artois

The beverage industry has been transformed by strategic celebrity endorsements, with massive successes seen in categories from spirits to craft brews. Celebrity partnerships aren't just endorsements; they build trust, authenticity, and aspirational appeal. Axe & Ale provides expertise to leverage this transformative power, creating lasting brand impact.

Expert Management for Brand Building and Revenue Growth

Axe & Ale is your full-service partner, ensuring seamless execution of your celebrity beverage partnership. We provide strategic management, creative design, targeted marketing, and global merchandising opportunities, through our strong relationships with our sister company, Plastichead and brewing / distiller partners in the UK, USA and Asia.