Key Takeaways:
- Celebrity collaborations with drinks brands are on the rise, with A-listers partnering with spirits, Champagne, and beer companies to promote their products.
- Harrison Ford has partnered with Glenmorangie, starring in a series of episodic films and fronting the brand’s sponsorship of F1.
- Other notable collaborations include Aitch with Southern Comfort, Pharrell Williams with Moët & Chandon, Charles Leclerc with Chivas Regal, Robert Pattinson with 1664, and Tom Holland with Aston Martin.
- These partnerships aim to promote the brands and products, while also showcasing the celebrities’ personalities and interests.
- The collaborations often involve limited-edition products, exclusive events, and social media campaigns to engage with fans and promote the brands.
Introduction to Celebrity Collaborations
Not all celebrities have the desire or time to release their own drinks lines, but many are happy to partner with existing brands to lend their celebrity clout and impressive following to promote their chosen brand. In 2025, a host of famous faces have joined forces with spirits, Champagne, and beer companies, making waves in the industry. These collaborations have got the trade talking, and it’s clear that celebrity endorsements can be a powerful way to promote a brand and its products.
Harrison Ford and Glenmorangie
Harrison Ford, the actor known for his roles in Raiders of the Lost Ark and Star Wars, has partnered with Glenmorangie, a Scottish whisky brand. In January, Ford donned a kilt to kick off his collaboration with Glenmorangie, starring in a series of episodic films that showcase the natural beauty of the local area where the whisky is produced. The campaign aimed to capture the essence of Glenmorangie’s Highland home, from the historic distillery in Tain to the dramatic landscapes surrounding Loch Glass. Ford has also fronted Glenmorangie’s sponsorship of F1, and the brand has released a limited-edition 25-year-old Scotch, The Altus, priced at £550.
Aitch and Southern Comfort
Aitch, a Manchester rapper and contestant on I’m a Celebrity… Get Me Out of Here, has partnered with Southern Comfort to launch a limited-edition drink, Northern Comfort. The collaboration aims to celebrate northern culture in the UK, with Aitch saying that the drink is all about "showing love to the culture" and being "a proper celebration of the north." To mark the launch, Aitch and Southern Comfort surprised fans with a gig on a moving train across the north, during which he performed his tracks Raving in the Studio and Straight Rhymez 2. The partnership has been a success, with Aitch’s social media following growing to over 2.7 million on Instagram and 3 million on TikTok.
Pharrell Williams and Moët & Chandon
Pharrell Williams, the singer and men’s creative director for Louis Vuitton, has partnered with Moët & Chandon to create a limited-edition collection of Champagne bottles. The collection, called the Bow Capsule Collection, features three different types of Champagne, including Moët & Chandon Impérial Brut, Moët & Chandon Nectar Impérial Rosé, and Moët & Chandon Grand Vintage 2013. Williams took inspiration from the Moët & Chandon archives, where he discovered that the Champagne house’s signature tie on the bottle was originally a bow in 1889. The limited-edition bottles are priced at €30,000 each.
Charles Leclerc and Chivas Regal
Charles Leclerc, the F1 driver, has partnered with Chivas Regal to become the global brand ambassador for the whisky brand. The partnership was announced at an exclusive pop-up piano bar in Melbourne, where Leclerc hosted a one-night-only event. Leclerc said that he was excited to partner with Chivas Regal, which embodies the same ethos of blending all the right notes, on and off the track. The partnership will see Leclerc feature in Chivas Regal’s marketing campaigns, promoting the brand’s whisky and values.
Robert Pattinson and 1664
Robert Pattinson, the actor known for his roles in Twilight and Good Time, has partnered with 1664, a French beer brand. The partnership aims to promote 1664 as a premium lifestyle brand, with Pattinson featuring in marketing campaigns that dramatize the debate of good taste and elevate beer into a premium lifestyle experience. Pattinson has been brought in to front marketing campaigns that will take 1664 into new cultural territory and reach audiences in exciting new ways.
Tom Holland and Aston Martin
Tom Holland, the English actor, has partnered with Aston Martin to promote his non-alcoholic beer brand, Bero. The partnership will see Bero become the official alcohol-free beer partner of Aston Martin, with the brand featuring prominently across core elements of the Aston Martin brand. The collaboration will also see the launch of a collaborative line of products, with more details to be revealed in due course. Holland said that he was excited to partner with Aston Martin, a brand that exemplifies performance, British mastery, and craftsmanship.
Conclusion
Celebrity collaborations with drinks brands are a powerful way to promote products and reach new audiences. The partnerships between Harrison Ford and Glenmorangie, Aitch and Southern Comfort, Pharrell Williams and Moët & Chandon, Charles Leclerc and Chivas Regal, Robert Pattinson and 1664, and Tom Holland and Aston Martin are just a few examples of the many collaborations that have taken place in 2025. These partnerships have been successful in promoting the brands and products, while also showcasing the celebrities’ personalities and interests. As the drinks industry continues to evolve, it’s likely that we’ll see even more celebrity collaborations in the future.