The Surprising Business Ventures of Athletes: Why Some are Betting on Booze?
Professional athletes want to align themselves with high-end products that symbolize quality, style and sophistication. It also makes good business sense from a consumer standpoint. With the increasing popularity of spirits, more and more adult sports fans enjoy watching their favorite teams with a cocktail.
10 Athletes investing in alcohol brands:
Brian Laudrup (Football) - Laudrup Dry Gin: The Laudrup Dry Gin came into existence using eleven carefully selected botanicals, with a dash of Denmark to this Scottish spirit. Rhubarb, a beloved staple of so many Danish desserts, just had to be included in the special mix of flavours.
Christian Fuchs (Football) - No Fuchs Given Distilery: Founded by English Premier League Champion Christian Fuchs and distilled in England. NoFuchsGiven is according to them "more than a brand, it is a lifestyle choice. It's the mentality of being brave and bold". Breaking away from society's norms and ripping up the rulebook. A way to express yourself, where there is NoFuchsGiven.
David Beckham (Football) - Haig Club Whisky: Haig Club was launched back in 2014 as a single grain whisky with no age statement, in association with David Beckham and Simon Fuller. The scotch whisky is sourced from the Cameronbridge distillery.
Jenson Button (Formula One Racing) - Coachbuilt Whisky: Whisky expert George Koutsakis and Formula One racing star Jenson Button have united to create Coachbuilt, a new premium Blended Scotch whisky. All five of the iconic whisky-producing regions of Scotland appear in the new blend: Islay, Speyside, Campbeltown, Highlands and Lowlands.
Ian Botham (Cricket) - Sir Ian Botham Wines: The cricket legend launched his own rage of wines in 2018 at Lord's Cricket Ground, and he was working with Paul Schaafsma of Benchmark Drinks, also their distributor.
Dwayne "The Rock" Johnson (Wrestling) - Teremana Tequila: A third generation professional wrestler, Dwayne Johnson was intrigued as a child by lucha libre - a high-flying and theatrical take on the sport, popularized in the arenas of Mexico. He launched Teremana Tequila in 2020, partnering with a Mexican family who are tequila makers themselves, and agave growers.
Jorge Masvidal (Mixed Martial Arts) - Recuerdo Mezcal: The MMA and Ultimate Fighting Championship fighter partnered with El Recuerdo de Oaxaca, which is apparently the top-selling mezcal available in duty-free airport stores and one of the leading mezcals in Mexico, according to the brand.
Michael Jordan (Basketball) - Cincoro Tequila: Cincoro Tequila, a super-premium tequila brand, was created by five basketball NBA owners: Jeanie Buss (Los Angeles Lakers), Wes Edens (Milwaukee Bucks), Emilia Fazzalari and her husband Wyc Grousbeck (Boston Celtics), and Michael Jordan (Charlotte Hornets).
LeBron James (Basketball) - Lobos1707: Founder and Chief Creative Officer Diego Osorio and Chief Executive Officer Dia Simms received some early backing by basketball star, LeBron James.
Cristie Kerr (Golf) - Kerr Cellars: Professional golfer Cristie Kerr founded the business in 2013 in partnership with consultant winemaker Helen Keplinger. In 2020, Constellation Brands took a minority stake in Kerr Cellars and its range of Napa Valley and Sonoma County-sourced wines, although it will continue to be independently-owned and managed.
