Whether you're visiting your local liquor store or scrolling through social media, it seems celebrity tequila brands are everywhere. Celebrity endorsements are nothing new, but the current glut of celeb spirits are a new entity. Rather than being paid to endorse products they may or may not use, today's stars aspire to be taste makers and creators, launching brands that reflect their personal tastes and attitudes. Though some question their quality and authenticity, its undeniable vanity tequila brands have become a multi-million dollar business.

Sammy Hagar. Photograph courtesy of Cabo Wabo Beach Club

An early pioneer of the trend was former Van Halen singer Sammy Hagar, who launched Cabo Wabo Tequila in 1996. At the time, the American tequila market was limited to entry-level offerings, such as Jose Cuervo, and high-end brands like Don Julio and Patrón. Cabo Wabo created a space for mid-level tequilas that were accessible and authentic. Hagar’s success with the brand proved a celebrity’s passion for a product could translate into a highly profitable business. This laid the foundation for the next wave, led by George Clooney and the monumental success of Casamigos, a brand that truly redefined the celebrity-owned spirits space. This was the catalyst that opened the floodgates, and now the market is flooded with celebrity-backed tequila and mezcal brands, regardless of their quality.

A major factor driving this trend is tequila’s recent re-positioning as a "clean" spirit. Many of these celebrity brands, and the wider market, now highlight that their products are made from 100% blue agave and are additive-free. This messaging, combined with claims of lower sugar content and supposedly easier hangovers, appeals to a wellness-conscious consumer base. The combination of modern marketing and star power has made tequila one of the fastest-growing spirits in the world.

Celebrity-Owned Tequila and Agave Spirit Brands

George Clooney and Rande Gerber. Photograph courtesy of Casamigos. 

Casamigos

Casamigos was co-founded by George Clooney with Rande Gerber and Mike Meldman. The friends originally created the tequila for their personal enjoyment, and its popularity grew to such an extent that it was eventually sold to spirits giant Diageo in 2017 for a reported $1 billion. This deal made headlines, cementing Clooney's reputation not only as a Hollywood star but also as a savvy entrepreneur.

Teremana Tequila

Dwayne "The Rock" Johnson is the founder of Teremana Tequila. Launched in 2020, Johnson's goal was to create a high-quality yet accessible tequila with a focus on sustainable practices. He has been deeply involved in every step of the process, from building the distillery in Jalisco to actively promoting the brand to his massive global following, which he sees as a "tequila of the people."

Cincoro Tequila

Cincoro Tequila was founded by an impressive group of NBA owners, including Michael Jordan. The other founders are Jeanie Buss (Lakers), Wes Edens (Bucks), and Emilia Fazzalari and Wyc Grousbeck (Celtics). Launched in 2019, the brand's name is a combination of the Spanish words for "five" and "gold." Their goal was to create an ultra-premium, high-end tequila with a focus on luxury and elegant packaging.

Kendall Jenner. Photograph courtesy of 818 Tequila.

818 Tequila

818 Tequila is a brand founded by Kendall Jenner, named after her Los Angeles area code. Since its 2021 launch, the brand has quickly gained a large market share. Jenner's aim was to create a smooth, high-quality tequila that would appeal to a wide audience. According to the brand, Jenner has been hands-on in the development process, working to create a product she feels is a true reflection of her personal taste and vision.

Flecha Azul

Mark Wahlberg is a principal investor in Flecha Azul, a brand founded by Mexican PGA golfer Abraham Ancer and entrepreneur Aron Marquez. Wahlberg's involvement began in 2022 and has significantly boosted the brand's profile. Flecha Azul is known for being 100% Blue Weber Agave, made without additives, which aligns with Wahlberg’s focus on authentic, quality products.

Villa One

Musician Nick Jonas and fashion designer John Varvatos co-founded Villa One tequila in 2019. The brand was born from a shared love of tequila and a desire to create a spirit that embodies a vacation-like lifestyle. They collaborated with a Master Distiller to produce a range of expressions from blanco to añejo, reflecting their shared passion for a premium drinking experience.

Lebron James. Photograph courtesy of Lobos 1707.

Lobos 1707

Basketball icon LeBron James is a significant investor in Lobos 1707, a tequila and mezcal brand launched in 2020. While not a founder, James's involvement brought immediate credibility and widespread attention. Lobos 1707 is known for a unique aging process that includes finishing in Pedro Ximénez (PX) wine barrels, which imparts a distinct flavor profile.

Código 1530

Country music legend George Strait is a co-founder of Código 1530, a brand known for its meticulous production process and exquisite taste. Launched to the public in 2016, Código 1530 prides itself on being an authentic, additive-free tequila. One of its most distinctive expressions is the Rosa, a tequila aged in uncharred French white oak Cabernet wine barrels, which gives it a beautiful rosé color and subtle floral notes.

Santo Tequila / Santo Mezquila

Rock legend Sammy Hagar, a pioneer in the celebrity tequila space with Cabo Wabo, launched Santo Tequila with celebrity chef Guy Fieri in 2019. They created the brand to offer a "real" tequila without additives. They also introduced Santo Mezquila, a unique blend of mezcal and tequila that crossed both categories for a one-of-a-kind spirit.

Matthew & Camila Alves McConaughey. Photograph courtesy of Pantalones Tequila.

Pantalones Tequila

Actor Matthew McConaughey and his wife, Camila Alves McConaughey, co-founded Pantalones Tequila in 2023. The brand's playful name, which is Spanish for "pants," reflects the couple's lighthearted approach. Pantalones is an organic, 100% Blue Weber Agave tequila. This is not McConaughey's first foray into the spirits world; he also has a longstanding and well-regarded creative partnership with Wild Turkey Bourbon, for which he has served as creative director and co-created the Longbranch expression.

Calirosa Tequila

Maroon 5 frontman Adam Levine and his wife, supermodel Behati Prinsloo, are the founders of Calirosa Tequila. Launched in 2021, the brand distinguishes itself by aging its tequila in California red wine barrels. This unique process imparts a distinctive rosé color and subtle red berry notes, creating a fresh take on the classic spirit by blending Mexican tradition with California wine-making influences.

Casa Del Sol

Actress and activist Eva Longoria is a co-founder of Casa Del Sol, a luxury tequila brand launched in 2021. The brand is known for its focus on Mexican heritage, female leadership, and its unique aging process in French Cognac barrels. Longoria is deeply involved, working to create a brand that honors the women of Jalisco and the art of tequila-making.

Rita Ora Photograph courtesy of Próspero Tequila.

Próspero Tequila

British singer and songwriter Rita Ora is a partner in Próspero Tequila. Launched in 2019 and crafted by Master Distiller Stella Anguiano, Próspero is a handcrafted tequila with a smooth, approachable taste. Ora's involvement has given the brand a modern aesthetic and global appeal, reflecting its identity as a brand that celebrates women and craftsmanship.

Tequila Don Gato

Actor and comedian Danny McBride has also entered the agave spirits market with Don Gato Tequila. While specific details about the brand's expressions are less widely publicized, McBride's involvement brings a unique, comedic personality to the tequila space, appealing to a demographic that appreciates his distinctive sense of humor alongside a quality spirit.

Bryan Cranston & Aaron Paul. Photograph courtesy of Dos Hombres Tequila.

Dos Hombres Mezcal

Breaking Bad co-stars Aaron Paul and Bryan Cranston reunited to launch Dos Hombres Mezcal in 2019. Their venture into the world of agave spirits came from a shared desire to create a business together that reflected their camaraderie. They traveled through Oaxaca, Mexico, to find the perfect mezcal, ultimately producing a spirit known for its smooth, smoky, and complex flavor.

E. Cuarenta

Rapper and entrepreneur E-40 (Earl Stevens) expanded his beverage portfolio with E. Cuarenta tequila in 2021. Known for his business savvy and independent spirit, E-40's entry into the tequila market with blanco, reposado, and añejo expressions reflects the growing diversity of celebrity involvement in the spirits industry.