The celebrity spirits boom has almost certainly come to an end. If there was a gold rush from 2017 — when Diageo bought George Clooney’s Casamigos for some $1 billion — until, say, 2024, an era when pretty much any celebrity (Michael Bublé? Terry Bradshaw? Elon Musk?!) could attach his or her name to a liquor brand and start printing money, those days have cooled. Casamigos sales dropped 18 percent in 2025 and George Clooney has moved onto NA beer. Conor McGregor has been dropped entirely as the face of Proper No. Twelve.
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