Celebrity-created RTD cocktails hit shelves with new Thomas Ashbourne brand

潜水简介：

• Thomas Ashbourne Craft Spirits, a celebrity-branded ready-to-drink cocktail brand, is今年夏天在全国推出。The brand features Sarah Jessica Parker's Perfect Cosmo; John Cena's Classic Old Fashioned; Ashley Benson, Rosario Dawson and Vanessa Hudgens' Margalicious Margarita; and PlayboiCarti's Hardscatto.
• 该公司的新闻稿称，该品牌以传奇的禁令时代的调酒师的名字命名，该公司的口味闻名。它是由欧莱雅消费者参与副总裁Cara Kamanev创立的，在那里她工作了将近十年。该新闻稿将名人列为创始伙伴。
• 托马斯·阿什伯恩（Thomas Ashbourne）手工艺精神是与名人合作以建立品牌追随者的最新公司。其他几家食品和饮料公司还利用名人创作者将其产品置于众人瞩目的焦点，包括Cardi B的伏特加酒鲜奶油Whipshots,Jermaine Dupri的植物性冰淇淋JD's Vegan, and frozen food brand玛莎·斯图尔特厨房。

Dive Insight:

总的来说，品牌需要很长时间才能达到大多数消费者认识的地步。但是，当公司与名人合作并将其名字放在标签上时，一般规则不适用。虽然很少有人听说过托马斯这个名字阿什伯恩, consumers have been wanting to sample Sarah Jessica Parker's perfect cosmopolitan — the signature drink of her iconic "Sex and the City" character Carrie Bradshaw — since the show debuted in the late '90s.

The other drinks in the Thomas Ashbourne line are created in the A-list celebrities' images. WWE superstar and actor John Cena's Classic Old Fashioned pairs bourbon whiskey with caramel and orange bitters. Real-life friends Ashley Benson, Rosario Dawson and Vanessa Hudgens' Margalicious Margarita is custom made for a girls' get-together. And rapper Playboi Carti, known for his rockstar lifestyle, has a wine-style drink blending vodka, muscat blanc grapes, and delicate fruit flavors.

In an interview,Kamanev告诉彭博社that all of the celebrities involved with the brand have equity in the company.

RTD鸡尾酒是酒精业务增长最快的地区之一。根据Drizly引用的Nielseniq的数据，截至2021年10月2日的52周的RTD鸡尾酒的销售与上一年相比增长126％。许多主要的酒精饮料公司正在扩展到该领域。在2020年，横梁太阳能在岩石上买了鸡尾酒制造商。一年前，帝亚吉欧宣布将投资8000万美元来扩大RTD鸡尾酒生产和公司也bought vodka cocktail brand Loyal 9。Last month, Constellation Brands买了奥斯丁鸡尾酒的其余部分，最初在2018年进行投资。ab inbevand莫尔森·库尔斯（Molson Coors）both have distribution agreements with high-profile RTD cocktail brands.

Aside from its celebrity-directed mixes, Thomas Ashbourne is distinguishing itself with premium ingredients. The company says that it uses fresh and all-natural ingredients with high-proof spirits. The brand's website lists several awards the cocktails have今年赢得了精神比赛。

卡马内夫在新闻稿中说：“我们在这里消除了定制，高端鸡尾酒只能在某些情况下享受的神话。”“我们的品牌将为消费者提供高质量的饮料，仅与任何地方可以享用的最佳酒吧制作的鸡尾酒相媲美。”

While there are many famous people getting involved in the food and drink space as brand creators, owners and investors, the alcoholic beverage category has a larger share of celebrity-created beverages — and many of them have been noticed by both consumers and bigger companies. George Clooney co-founded super-premium tequila brand Casamigos, whichDiageo于2017年购买最多10亿美元。diageo也是购买了瑞安·雷诺兹（Ryan Reynolds）的航空美国杜松子酒品牌最高6.1亿美元。去年，星座品牌购买了“ Breaking Bad”演员的少数股份布莱恩·克兰斯顿（Bryan Cranston）和亚伦·保罗（Aaron Paul）的高级梅斯卡尔（Mezcal）品牌dos hombres。