The past five years have seen a parade of A-listers pouring their star power into the alcohol business, hoping to bottle both their personal brand and a share of the booming spirits market. But celebrity doesn’t always guarantee a hit. Some have struck gold, while others have faced skepticism, controversy, or lackluster sales. Here’s how some of the most talked-about celebrity alcohol brands have fared.

Blake Lively – Betty Booze

In 2023, Blake Lively-famously teetotal-launched Betty Booze, a line of sparkling canned cocktails following the success of her Betty Buzz mixers. The mission was to deliver real flavor, clean ingredients, and a dash of Lively’s signature wit to the ready-to-drink market, with recipes she’d long made for friends. Betty Booze’s flavors, like Sparkling Bourbon with Apple Ginger Sour Cherry and Sparkling Tequila with Lime Shiso, quickly found fans among those seeking low-alcohol, no-nonsense cocktails. While some questioned the authenticity of a non-drinker selling alcohol, Lively’s business acumen and commitment to quality ingredients helped the brand carve out a niche. Early sales were strong, and the brand was praised for its fresh, real-ingredient approach, but it remains to be seen if Betty Booze will become a long-term staple or just a clever extension of Lively’s lifestyle empire.

Ryan Reynolds – Aviation Gin

Ryan Reynolds took a major stake in Aviation Gin in 2018 and transformed the once-niche brand into a global phenomenon through irreverent marketing and relentless self-promotion. Aviation Gin’s vibe was all about humor, inclusivity, and a modern take on the classic spirit-Reynolds himself starred in viral ads and even wove the gin into his other ventures, including Wrexham AFC. The strategy paid off: in 2020, Reynolds sold Aviation Gin to Diageo in a deal worth up to $610 million, cementing his status as one of the most successful celebrity spirits moguls. The gin’s sales soared, and Reynolds’ personal fortune grew significantly, proving that a well-executed celebrity partnership can disrupt an entire category.

Dwayne ‘The Rock’ Johnson – Teremana Tequila

Dwayne “The Rock” Johnson entered the tequila game in March 2020 with Teremana, positioning it as an approachable, high-quality spirit rooted in traditional methods and transparency. Johnson’s hands-on involvement-from social media campaigns to product placement in his films-helped Teremana stand out in a crowded field. The brand’s fun, down-to-earth vibe and accessible pricing resonated with consumers, and sales skyrocketed: by its first year, Teremana was on track to sell 300,000 cases, and by 2021, it had doubled that figure. Johnson’s relentless promotion and genuine enthusiasm for the product made Teremana a breakout hit, and the tequila continues to grow, making The Rock’s foray into spirits one of the most lucrative and authentic in recent memory.

Mark Wahlberg – Flecha Azul Tequila

Mark Wahlberg joined Flecha Azul Tequila as owner-partner in 2023, lending his entrepreneurial energy to a brand founded on authenticity and traditional Mexican craftsmanship. The tequila, made from 100% Blue Weber Agave and produced at the Orendain Distillery in Jalisco, quickly expanded from Mexico to Canada and Australia, with Wahlberg actively promoting the brand through bar takeovers and bottle signings. Flecha Azul’s range, from Blanco to Extra Añejo, has been praised for its quality and additive-free approach. While it hasn’t reached the dizzying heights of some other celebrity spirits, the brand is growing steadily and gaining traction in luxury bars and retail, with Wahlberg’s involvement giving it a boost in visibility and credibility.

Matthew McConaughey – Pantalones Organic Tequila

After a stint as creative director for Wild Turkey, Matthew McConaughey launched Pantalones Organic Tequila with his wife, Camila Alves, in 2023. The brand’s cheeky marketing-think pantsless promos and playful campaigns-set it apart from the increasingly serious world of premium tequila. Pantalones is made from Blue Weber agave in Amatitan, Jalisco, and emphasizes both quality and fun, aiming to make tequila approachable and joyful rather than exclusive. The “bottoms up” branding has generated plenty of buzz, though it’s too early to tell if Pantalones will become a category leader or remain a cult favorite. What’s clear is that McConaughey’s star power and sense of humor have given the brand a memorable launch.

Woody Harrelson – Holistic Spirits Co.

Woody Harrelson, long known for his environmental activism, launched Holistic Spirits Co. in 2023 with wellness entrepreneur Amy Holmwood. The brand’s Origen Vodka and Harmony Gin are crafted with superfoods and botanicals-think artichoke leaves, elderberries, and green tea-targeting health-conscious drinkers. Harrelson’s mission was to offer a “better-for-you” spirit with no sugar, artificial flavors, or GMOs, aligning with his vegan lifestyle. Reception has been mixed: some consumers appreciate the clean-label approach, while others are skeptical of the health halo around alcohol. Holistic Spirits is carving out a niche, but it hasn’t achieved the mainstream success of some celebrity peers, proving that even in the wellness era, the spirits market is a tough one to crack.

From blockbuster exits to niche experiments, the last five years have shown that celebrity alcohol brands can be as unpredictable as the stars themselves. Authenticity, marketing savvy, and a true connection to the product are what separate the megahits from the forgettable flops.