Guest at Union venues nationwide are paying on average 73 percent more per drink for celebrity brands
Austin, TX (Oct. 18, 2023) –A new OnPrem Insights report by Union analyzed guest ordering data to uncover sales trends with celebrity spirits brands (defined as those founded by a celebrity or operating with a known celebrity ownership stake) at Union’s high-volume bars and restaurants around the country. The report found that celebrity spirits brands represent a 10 percent sales share of all spirits sold at Union venues, which outpaces rum’s sales share at the same bars and restaurants. It also showed that tequila is one of the fastest growing celebrity spirit brand categories.
“It was great to see that celebrity brands have such a strong presence on-premise and the momentum seems to be continuing to grow as more stars get into the spirits game,” said Gary Ross, Union’s chief growth officer. “George Clooney’s Casamigos tequila is the clear leader when it comes to what’s selling best on-premise, but the rest of the brands are neck-in-neck when it comes to share. At number two, Cîroc rings in as the top-selling celebrity vodka brand at Union venues, despite a well-publicized legal battle involving owner Sean ‘P.Diddy’ Combs.”
The report ranks the top celebrity brands by category and dollar sales share:
Tequila/Mezcal –
- Casamigos, George Clooney
- Teremana, Dwayne Johnson
- Dos Hombres, Aaron Paul and Bryan Cranston
Vodka –
- Cîroc, Sean Combs
- Mulholland, Walter Goggins
- Effen, 50 Cent
Whiskey –
- Heaven’s Door Bob Dylan
- Old Camp Whiskey Tyler Hubbard and Brian Kelley
- Sweetens Cove Payton Manning
“The report also shows that there is increased profit potential for operators who sell celebrity brands,” notes Ross. Ringing in at $16.25, the average celebrity spirit drink price is an impressive 73 percent higher than for an average spirits drink, which is priced at $9.38 at Union venues. The report also found that guests pay a high premium for celebrity cognac and tequila brands, which are priced significantly higher compared to other categories of celebrity brands.
To read Union’s full celebrity spirits brands report, visit: https://getunion.com/onprem-insights/celebrity-spirits-brands-sales/. For more information on Union, visit www.getunion.com.
To learn more about OnPrem Insights by Union, visit https://getunion.com/onprem-insights/celebrity-spirits-brands-sales/(opens in a new tab).
