Following the landmark success of George Clooney’s tequila brand Casamigos, a crop of celebrities have tried to mimic its popularity with their own labels in the US. But can the trend last and hold up against small label, craft tequilas?
The High End – AB InBev’s division for craft and specialty brands – saw revenues grow 18.3% in 2018. And AB InBev says such brands are becoming an essential part of its growth plans, being well positioned to capitalize on the premiumization trend.