Most celebrity spirits brands are now partly or fully tied to a large drinks company. Diageo bought Casamigos in 2017 and Aviation Gin in 2020, Pernod Ricard took a majority of Código 1530 in 2022, Mast-Jägermeister invested in Teremana in 2022, and Sazerac invested in 818 in 2026. This hub compares the deals and what each means for brand communications.
Terms are as reported in the named sources. Where a stake size was not disclosed, the table says so.
Who owns the biggest celebrity spirits brands?
Ownership splits into four deal types, from full exits to distribution partnerships. The table lists the brands EPR could confirm from named sources.
| Brand | Celebrity | Deal | Year |
|---|
| Casamigos | George Clooney, Rande Gerber, Mike Meldman | Sold to Diageo: $700 million upfront plus up to $300 million over 10 years | 2017 |
| Aviation Gin | Ryan Reynolds | Sold to Diageo with parent Davos Brands for up to $610 million; Reynolds kept an ownership interest | 2020 |
| Teremana | Dwayne Johnson | Mast-Jägermeister took a stake and became exclusive distributor; terms undisclosed | 2022 |
| Código 1530 | George Strait (co-founder) | Pernod Ricard acquired a majority stake; terms undisclosed | 2022 |
| Dos Hombres | Bryan Cranston, Aaron Paul | Constellation Brands holds a minority stake | 2021 |
| 818 Tequila | Kendall Jenner | Sazerac invested and became exclusive U.S. sales and distribution partner; stake size not confirmed | 2026 |
| Cincoro | Michael Jordan with Jeanie Buss, Wes Edens, Wyc Grousbeck, Emilia Fazzalari | Founded by the group of celebrity owners; EPR found no sale to a major company | n/a |
| Cîroc | Sean Combs (former face) | Owned by Diageo, with Combs as the public face | n/a |
What did the Diageo deals look like?
Diageo's deals are full exits with performance payments. For Casamigos, Diageo agreed to pay $700 million upfront and up to $300 million more over 10 years, according to Diageo's SEC filing. For Aviation Gin, Diageo announced a deal for the brand and parent Davos Brands worth up to $610 million, made up of an initial $335 million and up to $275 million more based on performance over 10 years, and Ryan Reynolds retained an ongoing ownership interest, according to Fortune. Reynolds had bought into Aviation in February 2018, per the same report.
EPR covers the first deal in detail in Casamigos and the quiet rewriting of what premium alcohol means.
What are the distribution and minority-stake deals?
Distribution and minority-stake deals let the founder keep control while a large company supplies the network. Mast-Jägermeister gained a stake in Teremana in 2022, adding it to its portfolio as exclusive distributor, and the Lopez family, who produce the tequila in Jalisco, also hold a stake, according to The Spirits Business and VinePair.
In April 2026, Sazerac announced a strategic partnership and financial investment in 818 Tequila and became its exclusive U.S. sales and distribution partner, according to Sazerac's press release. Food Dive reported it as a minority investment, and The Spirits Business said Sazerac would not confirm the stake size (Food Dive). EPR covers a similar minority deal, Constellation's stake in Dos Hombres, in mezcal and the politics of patience.
What did Pernod Ricard do with Código 1530?
Pernod Ricard announced on October 17, 2022 that it would acquire a majority stake in Código 1530, which was founded in 2016 by Ron Snyder, Federico Vaughan, and George Strait, according to its press release. BevNET noted the brand differs from others because it led with its production story rather than its celebrity backer.
Is the celebrity tequila boom cooling?
The category is slowing, which affects every deal above. Just Drinks reported in April 2026 that U.S. tequila sales growth had slowed, though tequila and cocktails were the only segments to grow in 2025 (Just Drinks). Brown-Forman's tequila net sales fell 12% in its quarter ended July 31, 2026, with Herradura down 17% on lower U.S. volumes, according to its SEC filing.
What should PR teams take from celebrity spirits deals?
PR teams should treat the ownership structure as part of the story. These are EPR's takeaways from the deals above.
- Know which deal type you are in. A full exit, a distribution deal, and a minority stake each change who speaks for the brand.
- Earn-outs link the founder's media output to value. Casamigos and Aviation both include payments over 10 years, so the celebrity's continued activity has a financial effect.
- The distributor can be the deal. In the Teremana and 818 cases, the partner's network is what the investment buys.
- Describe stakes only as far as they are confirmed. Where a stake size is undisclosed, as with 818, say so rather than guessing.
- Lead with the liquid when the category cools. Código 1530's production-first story and the slowing tequila numbers both argue for product proof over fame.
- Check advertising rules for talent. UK regulators have ruled against alcohol ads over under-25 talent, as covered in EPR's alcohol advertising rulings playbook.
