Celebrity Tequila Brands: Who Actually Owns What

Tequila has become one of the most popular categories for celebrity investment and co-founding over the past decade — some of these brands are genuinely well-regarded by tequila enthusiasts independent of the famous name attached, while the association is simply a bonus fact worth knowing for others.

Casamigos — George Clooney and Rande Gerber

Perhaps the most famous celebrity tequila story: George Clooney and Rande Gerber co-founded Casamigos as a slow-roasted, additive-free tequila built specifically for smooth sipping, reportedly developed for their own friend-group enjoyment before turning it into a commercial brand. Diageo acquired the brand in a deal reported at up to $1 billion, one of the largest celebrity spirits deals on record.

818 Tequila — Kendall Jenner

Named for the area code of Kendall Jenner's native Los Angeles suburb, 818 is a 100% additive-free tequila produced in the highlands of Jalisco, spanning Blanco through Añejo expressions.

Cincoro — Michael Jordan and Partners

Cincoro was co-founded by NBA legend Michael Jordan alongside four fellow team owners, produced in Jalisco with a focus on small-batch, additive-free production and a distinctive angular bottle design.

Lobos 1707 — LeBron James and Maverick Carter

Lobos 1707 is co-founded by LeBron James and longtime business partner Maverick Carter, drawing on a family agave-growing history the brand traces back to 1707 — notably, the range spans both tequila and mezcal rather than tequila alone.

Teremana — Dwayne "The Rock" Johnson

Teremana, founded by Dwayne Johnson, is produced from small-batch, additive-free agave in the highlands of Jalisco and has grown into one of the best-selling celebrity-founded tequila brands by volume since its 2020 launch.

Does Celebrity Involvement Mean Better (or Worse) Tequila?

Neither, automatically. Celebrity backing ranges from genuine hands-on involvement in production decisions to primarily a marketing and equity arrangement — the actual quality still comes down to the same fundamentals as any other tequila: agave sourcing, cooking method, distillation, and (for aged expressions) barrel quality. Several celebrity brands, Casamigos in particular, are genuinely well-regarded by independent reviewers on their own merits, not simply on the strength of the name attached.

How to Evaluate Any Celebrity Tequila Brand

Look past the name and check the same details you would for any tequila: is it 100% agave (not mixto)? What ageing category is it? Independent reviews and blind tastings are a far more reliable guide than a famous co-founder — some celebrity brands hold up extremely well against that scrutiny, and some don't.