India’s premium spirits market is witnessing a surge of celebrity-backed brands, each aiming to bring an edge to the country’s alco-bev industry. With names like Rana Daggubati, Kevin Pietersen, Yuvraj Singh, Sanjay Dutt, and Danny Denzongpa shaping the landscape, the industry is experiencing a fusion of star power, craftsmanship, and strategic market positioning. Hollywood stars George Clooney’s Casamigos, Dwayne ‘The Rock’ Johnson’s Teremana, both tequila brands and Ryan Reynolds with his Aviation American Gin, have successfully turned premium spirits into lifestyle statements.
Now, Indian and international celebrities are bringing the same strategy to India’s booming alco-bev industry. Vikram Achanta, Founder & CEO of Tulleeho and Co-Founder of 30BestBarsIndia and India Bartender Week, explained, “It’s a natural progression – celebrity-backed brands have worked across industries, from luxury watches to high-fashion labels, so it makes sense we’re seeing the same in (case of) spirits. The Indian market is at a tipping point, where premiumisation and storytelling matter as much as the liquid itself.
Celebrities bring instant cultural impact, and in a category where perception is everything, that’s a huge advantage.” South Indian sensation Rana Daggubati, co-founded the tequila brand Loca Loka with music composer Anirudh Ravichander, and entrepreneur Harsha Vadlamudi, the Managing Partner of Ironhill India. “I’ve dabbled in the alcobev world and .