Dream on Me, which bought Buy Buy Baby's intellectual property, snagged 11 of its store leases at auction, could reopen storesActor Mark Wahlberg took on the role of bartender this summer, giving patrons a taste of his Flecha Azul Tequila brand at bars and restaurants across the country. The push is part of the brand's global expansion, which Wahlberg's business partner Aron Marquez said wouldn't have been possible without the actor's involvement.
Marquez started the company in 2020 with Mexican American pro golfer Abraham Ancer. Wahlberg joined the team last year with an ownership stake, and since then,"sales have gone up exponentially," Marquez said. The Flecha Azul team has a lot of catching up to do, as other celebrity-owned brands such as George Clooney's Casamigos Tequila gain significant market share on the U.S. e-commerce platform Drizly. Clooney was among the first celebrities to show others how lucrative the premium liquor business could be, especially if they look for an established buyer.
"While consumers can be somewhat skeptical of celebrity endorsements, there seems to be true staying power for celebrity-owned brands that have been able to leverage their star power in an authentic and meaningful way, while also bringing a quality product to market," said Liz Paquette, Drizly's head of consumer insights."Celebrity-owned brands have seen tremendous success on Drizly, often becoming top sellers in their respective categories.