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.”
Product building
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 have always been associated with it in some way. I thought this was the perfect time to step in. The market is expanding, with a rising appetite for hand-crafted, premium spirits. As more people travel and explore global flavors, the demand for high-quality liquor is only growing. It’s an exciting space to be in, and we’re here to bring something special to the mix,” he shared.
The market projections also presented a compelling opportunity, he said. In 2025, the global tequila market is projected to reach a value of $15.83 billion, experiencing a compound annual growth rate (CAGR) of 12.1 per cent and a volume of 756.36 million litres. “We had the means, business acumen, and network to make this work along with trusted partners. So, we took the leap.”
Daggubati explained he is responsible for the brand’s creative heartbeat—branding, product development, and marketing.
“While Harsha expertly steers the day-to-day operations, Anirudh and I stay hands-on when it comes to product development, ensuring every detail is just right before a final sign-off.”
Loca Loka debuted in international markets including the US and South-East Asia in 2024, with plans to enter the Indian market in October this year with its two flagship products — Tequila Blanco and Tequila Reposado. Earlier this month, it raised $12.5 million from undisclosed investors from a Singapore-based family office.
Former England Cricket Captain and Marquee Investor in Ardent Alcobev Pvt Ltd, Kevin Pietersen, also ventured into the Indian liquor industry by launching Dram Bell, a premium blended Scotch whisky in November last year. The brand debuted in the market with two variants – Dram Bell Premium and Dram Bell Reserve, aged five years.
“Having spent significant time in India, I’ve observed the nation’s deep-rooted love for whisky and its growing demand for premium, high-quality spirits. Whisky, much like cricket, is about precision, patience, and craftsmanship—values that resonate with me. The opportunity to introduce a genuine, world-class Scotch whisky at an accessible price was something I couldn’t pass up,” he noted.
Pietersen shared he is involved in brand strategy, marketing, and consumer engagement. He works with the team to shape the brand’s story, ensure market positioning, and curate experiences that connect with consumers. “While I’m not in the distillery blending whisky myself, I ensure every aspect of the brand reflects my values of quality, craftsmanship, and passion.”
Beyond glitz and glam
However, the Indian alcobev industry comes with its own set of challenges. The cricket star noted that navigating the highly regulated and competitive whisky market—where each State has its own licensing and pricing structures—was no easy feat. Ensuring seamless supply chain operations, effective branding, and consumer education in line with India’s evolving whisky landscape added to the complexity.
“It is all about differentiating Dram Bell in a market seeing increased celebrity-backed launches,” he emphasized. “My approach has been similar to cricket—understand the field, adapt strategies, and execute with precision. The key is to build a high-quality product with strong storytelling and distribution to create long-term success.”
Daggubati pointed out the true challenge for Loca Loka lay in crafting a blend perfectly aligning with consumers’ taste preferences. “Our most intense conversations happen at the product development stage, but once we crack that, everything else runs like a well-oiled machine—right from production to launch.”
However, fame and popularity grant celebrities a competitive edge in the market to an extent, Achanta shared. “Luxury spirits aren’t just about visibility; they need credibility, which comes from a great liquid, and brand identity lasting beyond the initial hype. Ultimately, long-term success depends on the overall consumer experience, product appeal, and how well the brand connects with its audience. The final test for a return customer will always be whether the spirit delivers on quality and meets expectations.”
For instance, Copter 7—a beer brand inspired by MS Dhoni, his iconic helicopter shot, and his jersey number—only had a brief run in the market.
“For a celebrity-backed brand, either via investment or sweat equity to succeed cannot be a cosmetic exercise. The celebrity also has to be all-in and equally invested in the brand’s success as other partners in the venture,” he concluded.
