In his 2003 hit song “Celebrity,” country crooner Brad Paisley sings about the perils of celebrity and “acting like a fool just ’cause you’re on TV.” Yet, many alcohol and non-alcohol beverage brands recognize that the star power of athletes, musicians and actors often equates not only to deeper consumer connections but also to increased brand recognition that translates into sales.
Already a popular practice in the beverage industry, the pace of endorsements and investments by famous names has accelerated in recent years, according to a January 2015 article in Fortune.