Celebrities are flooding the liquor market with premium brands — and many are catching on
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Mark Wahlberg showcases his Flecha Azul Tequila at Palms Casino Resort in Las Vegas, June 15, 2023. Denise Truscello | Getty Images As more drinkers seek out luxury spirits , a growing number of celebrities are using their star power, and cash, to elevate premium liquor brands. Volume sales of spirits brands at the top end of the distilled spirits market increased 4% last year from the year before, according to the Distilled Spirits Council of the United States. Consumers' willingness to spend more on premium bottles has led to booming sales of liquors such as tequila, which rose 21% in 2022 from the prior year. related investing news As shoppers shell out for pricier bottles, the high-end spirits business has become an enticing venture for those with the right capital and celebrity, said Chris Swonger, president and CEO of DISCUS. "Celebrity-owned spirit brands have been around for a while," Swonger said. "But certainly, the increased consumer interest i