The celebrity spirits boom has almost certainly come to an end. If there was a gold rush from 2017 — when Diageo bought George Clooney’s Casamigos for some $1 billion — until, say, 2024, an era when pretty much any celebrity (Michael Bublé? Terry Bradshaw? Elon Musk?!) could attach his or her name to a liquor brand and start printing money, those days have cooled. Casamigos sales dropped 18 percent in 2025 and George Clooney has moved onto NA be…
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