Celebrity-branded alcohol beverage products – those directly associated with a famous person – are gaining popularity in the US, and wine is leading the category, having grown steadily in sales and category share since 2000, according to The Nielsen Company:
Film director Francis Ford Coppola, former NFL coach Mike Ditka, professional golfer Greg Norman and, most recently, Martha Stewart and Paul Newman, have released wine and spirits brands.
Below, some of the findings issued by Nielsen.
Celebrity Brand Growth
In 2007, celebrity wine sales…
Celebrity spirits sales…
Though promotions, such as in-store advertising, are driving incremental sales, celebrity wines do not necessarily receive more attention:
West Coast consumers are more receptive to celebrity brands:
Phoenix consumers in particular, as well as those in Los Angeles, San Francisco, Dallas and San Diego, are more likely to purchase celebrity wine than those in other metro areas.
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