High spirits in Hollywood: What’s behind the boom of celebrity liquor brands?

Ask “Breaking Bad” actor Aaron Paul why he has his own mezcal line and the answer is quite simple: “I like drinking.”

Why does actor Aaron Paul co-own a mezcal brand? The answer is quite simple: “I like drinking.” Along with his former “Breaking Bad” co-star turned best friend Bryan Cranston, the two co-founded Dos Hombres Mezcal in 2019 — joining the long list of celebrity-backed alcohol brands launched in recent years. At the Oscars on Sunday, Robe rt de Niro, nominated for “Killers of the Flower Moon,” can console himself if he loses with a sip of his brand Vdka 6100. “American Fiction” actress and Academy Awards presenter Issa Rae can toast with her new Prosecco line Viarae. Fellow presenter Dwayne “The Rock” Johnson has his Teremana Tequila; other celebs with bespoke tequilas include Matthew and Camila McConaughey (Pantalones), Eva Longoria (Casa Del Sol) and Kendall Jenner (818). This explosion of deals is a break with Hollywood’s past. For decades, It was rare to see even the biggest stars risk endorsing alcohol. No Shirley Temple spiked “Dirty Shirleys,” no Warren Beatty-brand Champagne. Now, several dozen celebrity-branded spirts fight for space at the bar, with more on the way. In the midst of a cocktails boom, and with thousands of liquors world wide trying to set themselves apart, brands are knocking down Hollywood doors in search of star power. It’s an “opportunity, to be honest,” Cranston told CNN. Celebrities are attractive to the spirits space because of their clout and connections, so the industry has “the door open. ‘Do you want to come in? It’s up to you.’”