What Will The Future Hold For Celebrity Endorsements In The Wine Industry

From John Legend, to Pink, to George Clooney, to Snoop Dogg—celebrities are the perfect pairing when it comes to building brand awareness and launching new categories of wine and spirits. In 2019, recording artist and Grammy winner Brandi Carlile launched a Washington based wine company XOBC Cellars to raise money for her nonprofit, the Looking Out Foundation. The wines are sold exclusively through their wine club, and the brand hosts wine parties at fan-based concerts. The variety of Hollywood entertainers invested in the industry certainly has fueled public interest in recent years. Used as a drink-of-choice at intimate social gatherings, or as a go to entertainment destination through trips to wineries, the wine industry has consistently remained the life of the party.

Whether lending their names to a brand, or actually making the product, celebrity investments and endorsements are at an all time high. Celebrity partnerships and co-branding arrangements are lucrative to both celebrity and producers. Celebrity brands attract already established audiences, allowing for the reach of market segments that may have been previously untapped.

The question becomes, is star power and name recognition enough to attract a younger audience to wine? According to the 2023 Silicon Valley Bank State of the U.S. Wine Industry Report, the wine industry has failed to attract younger drinkers. A recent Forbes article by Kate Dingwall covered the report’s findings. Younger drinkers today have an array of alcoholic and non-alcoholic beverages to choose from, and the wine industry must fight for their attention and loyalty. Younger drinkers wish to optimize their experience with wine and connect with a brand through sustainability and transparency. They seek authentic experiences that speak directly to them as consumers, and deliver context and meaning. For younger audiences, personalization is vital.

Savvy brands are looking to bridge the wine generation gap and make their wines more approachable, relevant, and meaningful. This summer, VinoTastr, backed by TASTR, a taste technology company, is launching an individual discovery kit combined with an app designed to demystify wine choices by determining your individual wine taste profile. Is it the new frontier in wine marketing, where taste receptor research is changing the way people select and enjoy wine around the world?

“Using the VinoTastr discovery kit, users take a quick taste test and within minutes of testing, the VinoTastr app identifies one of five unique VinoTastr profiles — Sweet Avenger, Savory Crusader, Body Advocate, Balance Ambassador, and Tannin Champion” says Dr. Henry Barham, the Chief Science Officer and co-founder of TASTR.

Hollywood and entertainment events are typically geared towards younger audiences. VinoTastr, paired with celebrity marketing campaigns, may tap into potential markets that the wine industry may have previously struggled with. For younger consumers armed with their personalized profile, wine may become more approachable across the board.

Dr. Henry Barham says, “Users love learning about their profile and comparing with their friends. For some, it is a liberating moment to finally know the preferences that most suit their palate.” He adds, “It completely changes the way people view wine. It takes the guesswork out of buying wine and opens the door to exploration.”

While celebrity endorsements and entertainment value remain most relevant in the wine industry, the company is forging a new avenue for brands, retailers, and consumers to pursue.

“VinoTastr celebrates the diversity of palates and opens the doors of taste science to the world of wine. Much like wearing glasses for the first time; knowing your taste profile allows you to optimize your wine experience,” said Dr. Barham

Whilst endorsements still happen brands are more so than ever looking to expand their relationship ith talent to make it more authentic. Canned wine company Archer Roose, founded by Marian Leitner-Waldman and started in 2014, is a prime example of this through its partnership with Cocaine Bear star Elizabeth Banks.

On the latest episode of Fast Company’s Creative Control podcast she said on the relationship, “From my first conversation with her, I said, this is not gonna be sitting in front of the camera saying, ‘This is really great,’” Leitner-Waldman says. “I need you to be bought into the brand and what we’re doing. Then I want you to challenge us to think how we can tell this message differently and funnier and in a way that will really cut through all the noise that exists out there.”

She later continued, “I just think that endorsements, fundamentally, are not as powerful as they used to be,” Leitner-Waldman says. “And that is because social media changed the game. We rely so much more on peer-to-peer recommendations.”

Banks has been important in the company’s growth subsequently. Involved in everything from pitches to distribution whilst managing her acting schedule.

VinoTastr promotes that consumers can engage with their personalized profiles. This could appease the burden of shopping for wines, and allows for simplicity when making wine purchases. The new technology may particularly appeal to novice wine drinkers, who can shop with peace of mind, and avoid stumbling into stores feeling embarrassed with inexperience.

Perhaps Pink might craft the perfect Sweet Avenger Rosé or Snoop Dogg will drop his next sip for Tannin Champions. The future of celebrity brands and all wine brands may very well converge at the intersection of science and imagination.