From Jay-Z’s Armadale to The Donald’s Trump Vodka, celebrity brands of vodka are growing at an above average rate. Historically, celebs have endorsed clothes, cars and jewelry. Celebs are now associating their brand(s) with premium vodka. Celebrity vodka has all of the right qualities for cross-branding. For example, Ciroc’s brand manager Sean Combs, negotiated a 50/50 deal to promote and share the profits of Ciroc’s sales.
I believe celebrity brands of vodka will continue to swell, however, the real test of celebrity vodka will be its finial sales. Can the “superior” brands of vodka separate themselves from the numerous assortments of vodka on the shelf? Will this trend backfire for some celebrities? I look forward to watching this niche market.