How The Next Great Brands Will Change Perception And Not Chase Attention

The story began nearly two decades ago during a trip to Puerto Rico with Eric Winter’s now-wife—actress Roselyn Sanchez. There, his future father-in-law introduced him...

Celebrity-backed spirits brands have become a fixture of the alcohol industry. Over the last decade, actors, athletes, musicians, and influencers have launched products across nearly every category, drawn by the appeal of ownership, consumer affinity, and the ability to translate personal brands into scalable businesses. C-Suite leaders, who look to partner with or acquire celeb-brands, have struggled to identify the formula that separates wheat from the chaff, in this evolving wild-west sector.

So, I took a look under the hood of a few companies, and discovered success themes emerging in this billion-dollar market. While some brands have become category-defining successes with massive exits to the big dogs of booze, like George Clooney's Casamigos, sold to Diageo for $1B (NYSE: DEO), others, from 901 Tequlia to Qream, have found it difficult to distinguish themselves in an increasingly saturated marketplace—and many have either faded or failed. What C-Suites Can Learn From the Next Generation of Celebrity Brands That's why I was curious to talk with actor Eric Winter, co-founder of Palm Republic, who is betting on one category.

Rum. Specifically betting on the future of premium rum—and he is all in. As celebrity-backed brands continue to proliferate across consumer categories, with mixed results, Palm Republic Rum offers CMOs and entrepreneurs a live case study in strategies that place category advocacy ahead of celebrity itself.

Going into the conversation, I expected the same old celebrity meets spirits story. But I was wrong. Instead, what I found was an enlightened and inspiring reboot conversation centered around category building.

Winter spent surprisingly little time talking about fame, audience reach, or personal branding, as most other did. Instead, he focused on a question that I asked that sits at the heart of Palm Republic's strategy: Why hasn't rum experienced the same premium evolution as crowded categories like tequila, whiskey, or bourbon? The answer, and the story behind it, was compelling.

Over the past two decades, tequila has transformed from a party staple into one of the spirits industry's most dynamic premium categories. American whiskey has benefited from a growing culture of collectors and enthusiasts. I have experienced this first-hand as a few of my friends and colleagues have launched purposeful vodka and bourbon brands, like Dee Robinson's Good Trouble.

Along the way, influencers have encouraged consumers, who have become increasingly interested in provenance, production methods, and craftsmanship, helping elevate entire categories in the process. Rum, however, occupies a different, often misunderstood, position.