October 8, 2021 -

Take a $ip - If a celebrity doesn’t endorse it, are we really even drinking? Whether through ownership, partial investment or creative direction, celebrities are launching their own alcohol brands across several categories of spirits.

Mariah Carey launched Black Irish, a three-flavor collection of Irish creams that pairs with her holiday anthem, "All I Want for Christmas Is You."

Aviation Gin, which included initial investment and a brand ambassadorship from Ryan Reynolds, was acquired by Diageo.

In the world of tequila, The Rock launched Teremana and Kendall Jenner launched 818.

Cameron Diaz partnered with Who What Wear founder, Katherine Power to launch Avaline, a collection of wines created with organic grapes and without any unnecessary intervention or additives.

Matthew McConaughey partnered with Wild Turkey to launch Longbranch, to connect bourbon’s home of Kentucky with McConaughey’s home state of Texas.

As large alcohol holding companies continue to make nine-figure investments in the acquisition of new brands, celebrities will continue to diversify their business ventures through this sector.

Sweet Emotion

Despite warnings that “sugar is the new tobacco,” demand for sweets brands to pop up in unexpected places continues to fuel buzzworthy extensions and collaborations that transform perception from confectionery to lifestyle.

Jelly Belly x Reebok partnered to launch a footwear collection inspired by Jelly Belly’s gourmet flavors. The shoes are made from a sustainable bio textile sourced from sugarcane.

HipDot Cosmetics launched a Reese's peanut-butter-cup inspired cosmetics collection.

Haribo Gold Bears rolled out a multi-category program of licensed products ahead of its 100th anniversary, headlined by a Puma lifestyle collaboration.

Following a successful beer launch in 2020, Warheads again partnered with Artisanal Beer Works for an assortment of spiked seltzers featuring the brand’s iconic sour flavor.

Casio Baby-G and Chupa Chups partnered on a range of wrist watches designed by Spanish fashion artist Maya Hansen for the Chinese market.

With a unique ability to appeal to consumer preference for nostalgia and indulgence, candy brands will continue their journey into lifestyle.

Modern Classics

When it comes to children’s entertainment, the future is now. Thanks to traditional cable, the return to movie theaters and a seemingly always expanding list of streaming platforms, the options for content have never been more robust.

But the future is also yesterday. As each platform seeks to differentiate itself among Millennial parents, several classic entertainment properties have been reimagined for a new generation.

Strawberry Shortcake relaunched on WildBrain Spark and YouTube Kids as Berry in the Big City, focusing on themes of diversity, sustainability and entrepreneurship.

Netflix saw its original refresh, My Little Pony: A New Generation, soar to the top of its charts. The animated film features a star-studded cast and messages of love, friendship and acceptance

Following its transition from classic book property to animated theatrical release, Peter Rabbit 2 was released this summer. The brand also announced a refresh ahead of its upcoming 120th anniversary.

Paddington continues to connect with kids on the big and small screens. A third theatrical installment of Paddington was announced earlier this year, while The Adventures of Paddington airs its second season on Nick Jr.

These releases have been accompanied by a slate of licensed partners across all categories, helping kids share in the joy of their favorite characters.

Green Is The New Black

While sustainability is not a trend, specialty and fast fashion retailers have made significant commitments to reduce the environmental impact of their entire supply chains from fabrics to packaging.

J.Crew announced the launch of "Re-imagined by J.Crew," an initiative to realize specific corporate social responsibility (CSR) and sustainability goals focused on products, supply chain, the planet and third-party partnerships. Sister company Madewell, offers consumers a discount on new denim for trading in old ones, which are either resold or recycled into housing insulation through Cotton Blue Jeans Go Green.

Gap Inc. has made efforts across product, packaging and stores among its four brands (Gap, Banana Republic, Old Navy, Athleta) resulting in a 39 percent reduction in greenhouse gas emissions in its owned and operated facilities and a 13 percent reduction in single-use plastic waste.

H&M was the only fashion company on the United Nations Global Compact's list of 'LEAD' companies for responsible business practices and sustainable innovation. The retailer also announced a collaboration with Star Wars actor John Boyega on a menswear collection that “pushes style and sustainability”. The line features items constructed from recycled, organic and innovative materials.

As brands align with global sustainability initiatives such as the Paris Climate Agreement and consumers continue to show a willingness to pay a premium for sustainably made goods, the supply chain will continue to go more green.

Leggings for Days

According to Allied Market Research, sales of athleisure products are expected to grow 6.7% per year to reach $257.1 billion by 2026.

Fueled by increased store traffic and an enhanced men’s offering Lululemon saw Q1 and Q2 sales increase by 88% and 61%, respectively.

High-street brand Ghost recently debuted Go By Ghost, an athleisure-oriented collection that blends activewear with everyday wear.

The category is also seeing major acquisitions as Wolverine World Wide added Sweaty Betty and Levi’s scooped up Beyond Yoga.

Peloton has shifted gears from collaborating with established brands to launching its own private label collection of activewear, sold DTC through its website and app.

§Digitally native darlings Allbirds and Chubbies have each launched activewear items true to their core. Allbirds apparel is sustainably made, while Chubbies sport shorts feature the brand’s signature bold patterns.

As offices permanently shift to hybrid models and physical stores reopen as points of engagement, consumers will continue to lean into fashionable, yet functional apparel.

Who Run The World?

Girls! According to The Washington Post, “There is a growing belief across sports that women are one of the best investments in the industry. Ratings are up. Female athletes are steadily commanding more attention from fans and marketers. And brands and venture capitalists are pouring money into women’s sports.”

Dick’s Sporting Goods is now the official retail partner of the WNBA and will become the largest retailer of team merchandise.

An unlikely finals matchup at the US Open featuring two teenagers, Emma Raducanu and Leylah Fernandez, outdrew mens viewership by nearly one million viewers. Both athletes appear poised for marketing stardom.

Following the success of the 2019 Women’s World Cup, European clubs such as Manchester City, Chelsea and Arsenal have invested significantly in their Women’s clubs. And in the US, the NWSL saw viewership increase over the last year and has begun airing games on network TV.

Despite women comprising 40% of all sports participants, only 4% of sports media coverage is dedicated to women’s sports. A new content platform, Just Women’s Sports, is seeking to change that and has raised $3.5 million in seed funding.

While men’s athletics have long been established as money machines, the true monetization of Women’s sports is still fertile ground. Expect to see merchandise follow viewership success.

Culture Club

With endless archives of unique IP, art and museum licensing continues to lend itself to smart and sophisticated products across all categories

Inspired by the artworks and stories within its collection, Beanstalk client, The Metropolitan Museum of Art, announced new partnerships across home décor, fashion accessories, gifting and educational games.

The Museum of Modern Art Design Store announced a partnership with Nordstrom to sell a collection of over 200 home décor products in ten cities throughout the US. A similar partnership will see the MoMA Design Store pop up in Berlin’s iconic KaDeWe department store, marking its first physical location in Europe.

Art brands have also extended into the experiential space with pop-up immersive experiences from Banksy and Van Gogh.

Blueprint Collections announced the launch of a 20-piece collection of Frida Kahlo gifts and stationery to be sold in the U.K. and Ireland.

Proprietary prints and patterns allow brands and retailers a true point of differentiation. Coupled with digital engagement fueling consumer interest in classic and modern art, the future looks colorful!

Home Designers

From fire pits to furniture, sales of home furnishings and décor continue to outpace growth estimates. As retailers seek to capitalize on the increase in consumer spend, they have turned to brand collaborations to bring new consumers into their stores.

Crate and Barrel launched a home collection in partnership with Detroit-rooted watchmaker, Shinola.

Long known for unexpected design collaborations, CB2 has turned to renowned interior designer Kara Mann for its latest collection.

With road trips and camping on the rise, Airstream has seen a massive increase over the last eighteen months. The RV manufacturer partnered with Pottery Barn on a collection of camper-themed accessories and décor and an actual camper, which comes fully stocked with furniture and décor for $149,000.

Walmart partnered with the cast of Netflix’s reboot of Queer Eye for an “assortment of industrial-modernist products, combining durable construction and cutting-edge design — all at a reasonable price.”

West Elm and Eileen Fisher teamed up for a sustainable collection of home decor and furniture using upcycled Eileen Fisher denim. The collection leans on Renew, Fisher’s’ garment takeback program.

As new homeowners and renters continue their post-pandemic nesting, the demand for trend-right brands will not diminish.

The Air That I Breathe

Whether home, office, school or gym, air quality and circulation is now top of mind for many consumers as they seek to safely return to pre-pandemic indoor habits. A new wave of air purification devices and increased consumer interest in plants has sparked a clean air revolution.

Olus is a compact, biophilic air purifier designed for those living in small city spaces and is stocked with 100% fully biodegradable filters to combat landfill waste.

51,000 Samsung air purifiers were installed in schools throughout Australia. The devices, featuring HEPA filtration have helped increase the clearance of aerosols and airborne contaminants.

As part of their reopening, all Equinox clubs are now outfitted with Hyper HEPA Air Filters in the studios.

Digitally native plant delivery services such as Rooted NYC, Patch Plants and The Sill help consumers select plants by attribute and level of care required to ease the transition into plant parenthood.

In India, Ubreathe Life, a living plant-based smart air purifier amplifies the air purification process in indoor spaces.

As consumers return indoors and climate change continues to impact the AQI in major cities, this area is poised for takeoff.

Metaverse Money

As IRL interactions continue their slow bounce back, brands are turning to virtual points of engagement to reach new consumers. Brand placement within gaming is exploding.

Balenciaga became the first luxury brand to partner with Epic Games’ Fortnite. The partnership features four virtual outfits, accessories, weaponry and a virtual Balenciaga destination in-game (complete with a Balenciaga store). The activation also includes physical goods to be sold in Balenciaga stores and on Balenciaga.com.

Following the success of their virtual musical experience with Travis Scott last year, Fortnite has recently partnered with Ariana Grande for a virtual Ariana cosmetic bundle. The partnership includes a series of concerts to take place within the virtual world.

Last quarter, Roblox users collectively spent 9.7 billion hours on the platform. The opportunity to interact with an audience of over 48 million people has led to brand collaborations with Vans, LOL Surprise, Lego, Nike and Gucci. The latter of which launched The Gucci Garden, a collection of themed rooms that pay homage to Gucci campaigns.

To celebrate the 30th anniversary, Sonic the Hedgehog and a suite of characters were added to Minecraft as downloadable content.

Large audience numbers + creative freedom = a recipe for staying power.