Sydney, 20 January 2025: NielsenIQ (NIQ), the world’s leading global consumer intelligence company, has released data on the influence of celebrity endorsements on consumer choice when it comes to drinking types and brands.
In recent years, celebrities have engaged with entrepreneurship and endorsements around alcohol. From specialty gins, tequilas and mescal to major whiskey, champagne and wine brands, many celebrities have either started their own companies or have been happy to put their names behind a number of popular labels.
Sharing the research, Tom Graham, CGA by NIQ’s Senior Manager for Customer Success, says the strength of celebrity endorsement was an interesting market trend to watch.
“NIQ sought to observe the impact that celebrity endorsements are having on drink type and brand choice when it comes to on-premise (in-restaurant and bars) spending by consumers,” he says.
“The data suggests that 8% of all on-premises visitors have been influenced by celebrity endorsements in at least one category when choosing brands in 2024.”
Drinks ranked by celebrity endorsement impacts
Celebrity endorsements have the strongest impact on hard seltzer purchases, influencing 12% of consumers in this category. Energy drinks follow at 10%, likely getting a bump from certain brands and their extreme sports association. Alcoholic ginger beer gets a celebrity bump for 9% of consumers, followed by tequila at 7% and rum at 6%.
Of the 8% of consumers who have been influenced by celebrity endorsements, the majority, 54%, are under the age of 35. This age group typically represents 30% of on-premises visitors.
Under 35s are the most likely to be influenced by celebrity endorsements in the hard seltzer, energy drink, and alcoholic ginger beer category, but 35-54s are more likely to be influenced by celebrity endorsements in tequila.
Despite recent high-profile celebrity brand launches in gin, the category only ranks 8th for the proportion of consumers being influenced by celebrity endorsements, at 4%.
On-Premises importance
Data from NIQ suggests that on-premises locations like bars and restaurants are more likely to be where consumers will connect with celebrity brands.
When Australian on-premises visitors were asked where they were most likely to purchase a drink brand they had never tried before, 41% said it would be in an on-premises venue (the global average was 35%), compared to 34% in a supermarket and 25% online or through social media shops.
Similarly, when Australian on-premises consumers were asked where they were most likely to purchase an expensive/premium drink brand, 45% said in an on-premises venue (where the global average was 34%), compared to 30% in a supermarket and 25% online/through social media.
When it comes to the role social media plays in driving on-premises sales, NIQ says its influence is important but less impactful than that of other markets. Data suggests that 28% of Australian on-premises consumers agree that they often order new and exciting drinks seen on social media, compared to the 37% global average.
NIQ also says that there remains an appetite for consumers to be influenced by celebrity endorsements in Australia, with 26% of on-premises consumers stating that they are likely or very likely to be influenced to purchase a product or type of drink by celebrity endorsement or ownership, though this is below the global average of 42%
What’s the secret ingredient?
Summarising some of the trends explored in NIQ’s market research, Graham says celebrity endorsements have a role to play in decision-making but are not the main deciding factor of drink or brand choice.
“There are certain categories that lend themselves to this more than others. They offer a greater opportunity to leverage endorsements as a factor in drink choice,” he says.
“Restaurants and bars represent a key channel to push and market celebrity brands, as this is where consumers are most likely to try new and/or premium brands (celebrity brands are often in these categories). These venues allow bartenders to connect directly with customers and explain the unique origin story of celebrity brands while also giving venues status.
“Lastly, leveraging social media can also be a useful way to highlight new brands that a venue is stocking and show off the availability of celebrity brands to future customers.”
About NIQ
NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in more than 95 countries covering 97% of GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
Media contact
Yang Liu
yang.x.liu@nielseniq.com
