Celebrity spirits – pet project or moneymaker?

George Clooney, Matthew McConaughey, Mila Kunis and even Danny DeVito. Are stars attracted to spirit brands because they believe in the product, or just the money?

Early in the film Lost in Translation, Bill Murray’s character, an over-the-hill American actor in Japan to endorse Suntory whisky, is shooting an advert. He sits silently while the director yells instructions (in Japanese), with a translator on hand for guidance. With limited understanding, Murray delivers his lines only to be cut off repeatedly by the fiery director. The scene is genius because of Murray’s discomfort, his suspicion of the translator, and his general mood sat in a tuxedo endorsing whisky for a quick buck.

Matthew McConaughey – Wild Turkey

Whenever I see a celebrity endorse an alcohol brand, I always wonder if they went through a similar experience to Murray’s character. Earlier this month, when Matthew McConaughey was announced as the new ‘creative director’ for Wild Turkey bourbon, he made a convincing case that he is more than just a celebrity spokesman: releasing a six-minute (admittedly stirring) video of him walking through the distillery while narrating in his trademark southern accent. He promises to have his ‘hands in the clay’ and ‘wants to be a part of the whole story’ – an elaborate exaggeration or genuine passion?

I think McConaughey is convincing, but I’ve laid out some more examples of celebrities who have dipped their toes into the world of spirits. The question is: are they just wooed by the cash, or are they credible?

Mila Kunis – Jim Beam

In 2014, Jim Beam changed its brand ambassador from country-rock singer Kid Rock to Hollywood star Mila Kunis. One of her first videos was an entertaining montage of landmarks in American history with flashes of Jim Beam logos and memorabilia. The ads are a success and I think that Kunis is a confident host and brand ambassador, but I have a difficult time believing that the Friends with Benefits star is a genuine bourbon fan.

Cash or credible? Cash.

Mila Kunis with Jim Beam master distiller Fred Noe

Originally published on The Whisky Exchange Blog – Celebrity spirits – pet project or moneymaker?