Jay-Z's Luxury Champagne Deal with Moet Is a Celebrity Winner
Sometimes it’s more lucrative to keep your name off the bottle.
Let’s cheers.
Photographer: Erik Voake/Getty Images North AmericaThere are two categories of celebrity brands. Some are intimately associated with the star: Lifestyle website Goop reflects the actress and founder Gwyneth Paltrow’s initials, cosmetics label Fenty is the singer Rihanna’s surname and Yeezy sneakers are a complicated play on rapper Kanye West’s first name.
Then there’s a second basket of brands that are also promoted, often founded and at least partly owned by celebs, but that have an independent identity: George Clooney’s Casamigos tequila, Ryan Reynolds’s Aviation American Gin and Jessica Alba’s the Honest Co., a maker of baby and beauty products. They benefit from the star’s cachet and social media reach, but the company and the personality are not synonymous.