Tequila Casa Azul has announced that it has added former American soccer player Rob Gronkowski as one of its celebrity investors, fueling a trend of sports and pop culture personalities participating in the Mexican spirits business.
The multiple NFL champion thus joins a company created by Lance Collins in August 2022. Casa Azul started with Tequila Soda, a seltzer-type tequila-based beverage in various natural flavors, and later also labeled three tequilas: blanco, reposado and añejo.
Casa Azul did not provide details of the agreement with the former New England Patriots and Tampa Bay Buccaneers player.
Casa Azul has applied the strategy of attracting celebrities as investors to a business that is already full of them since actor George Clooney and his partners sold the Casa Amigos tequila brand for US$1 billion.
Casa Azul investors include celebrities Travis Kelce, actress Eiza Gonzalez and golfers Michelle Wie West and Brooks Koepka.
But there are more celebrities linked to other alcoholic beverage brands: Kendall Jenner, Michael Jordan, Dwayne Johnson, Lenny Kravitz, Aaron Paul and Bryan Cranston, among many others.
