The rise of celebrity-backed drinks
How much more will people pay for a beverage with a famous person's name attached?
Business Daily · BBC World Service
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Show Notes
The global alcohol industry is worth just over one and a half trillion US dollars, and celebrities want a part of it.
Famous faces and their drinks brands are filling up the shelves, from model Kendall Jenner’s tequila to actor Ryan Reynolds’s gin. And it’s not just alcohol: the energy drink market is in the sights of celebrities, too. How much more are customers willing to pay for these products?
In today’s episode of Business Daily, we'll ask those who stock the drinks, and those who serve them, how much difference - if any - a famous name makes, and we'll hear why celebrities and brands benefit from mutual association.
(Picture: David Beckham and Kendall Jenner. Credit: Getty Images/BBC)
Presented and produced by Izzy Greenfield