Endorsing the dram: the case for celebrity whiskies

We’ve all bought something because someone has recommended it. Someone we trust. Your mum, an influencer, Martin Lewis. Celebrity endorsements can be just as impactful as one from someone we actually know and I’ve been seeing whisky brands grab this tactic and run with it.

The original celebrity whisky endorsement was a royal one. In 1822, infamous alcohol-appreciator George IV visited Edinburgh and endorsed the Glenlivet, though it was distilled illicitly, which was common practice in many areas of Scotland by way of dodging taxes imposed on the early industry.

By the time King George visited, as many as 14,000 stills were being confiscated every year. But he was so publicly enamoured of the drink presented to him by Sir Walter Scott that it led to success not just for the Glenlivet, but for the category in general.

The first distillery to be granted an official warrant was Brackla in 1833 by William IV. These days, royal warrants are granted for five years. At time of writing, there are over 800 royal warrant holders, but the whisky brands who currently possess them are: Laphroaig, Johnnie Walker, Royal Lochnagar and the Famous Grouse.

If recommendations from the Royal Family aren’t your thing, Willem Dafoe was recently announced as the new ambassador of Laphroaig, bringing an “unmatched intensity” to the partnership, which anyone who’s seen The Lighthouse can attest to. At the start of the year, everyone’s favourite confusingly sexy grandad Harrison Ford teamed up with Glenmorangie for a series of film-like adverts set in the Highlands.

Celebrities are effective in brand marketing in two ways. First, they build strong brand recall. If you see someone’s face enough in mainstream and social media, you’ll think about the product when you see their face. In a study, researchers tracked eye movements and found that participants had less pupil dilation when choosing a product advertised by a celeb, indicating they were spending less time in decision-making and were confident with their decision.

Then there’s positive associations. If you love a celebrity’s work, you’re going to either be tempted to try the product in the first place, or feel affirmed in your existing preference. Han Solo likes my favourite whisky. Ergo, I am as cool as Han Solo.

One endorsement I’m still caught up on is Sabrina Carpenter, who is the current face of Johnnie Walker. This partnership was announced last summer in the afterglow of Short n’ Sweet, when Carpenter had unparalleled access to fans across Millennial, Gen Z and Gen Alpha audiences.

The director of the campaign said they wanted to nod towards a “golden age of spirits advertising”, but it’s not exactly a middle-aged wealthy-looking dude with a rocks glass. It’s a young woman posing, in most of the press shots, next to a tall cocktail, garnished with cherries. It’s a play to break into a new audience for the brand, future-proofing it for audiences who might not even know who Willem Dafoe is.