Filled With the Spirit

Musicians are getting their feet wet, going well beyond product endorsement

Photo by David Yan Carlos Santana meets with Casa Noble’s Jose “Pepe” Hermosillo.

Photo by David Yan
Carlos Santana meets with Casa Noble’s Jose “Pepe” Hermosillo.

Celebrity-endorsed spirits mean big business to the beverage industry: Fergie and Pitbull for Voli vodka, Swedish House Mafia’s recent collaboration with Absolut, and Matisyahu for L’Chaim Kosher vodka, just to name a few. But some stars of rock, pop and country are going well beyond simply selling clout by the case to actually owning a piece of the action. Cîroc? Diddy. Mansinthe? Marilyn Manson. Crystal Head? Dan Aykroyd. There’s also Ron Jeremy’s Ron de Jeremy, Bethenny Frankel’s Skinnygirl line … You get the picture. And this isn’t even counting the numerous rockers making wine. The market is hardly tapped out for celebs ready to invest in the role spirits play in their continued fame.

Behold the latest celebrities to be moved by the spirit:

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