In today’s music industry, artists aren’t just selling records—they’re selling a lifestyle. As streaming services and digital downloads have revolutionized the way we consume music, the revenue streams that once sustained musicians have shifted dramatically. To adapt, many of today’s top artists have diversified their portfolios, venturing into new business arenas to secure their financial futures. One of the most intriguing and successful ventures has been into the world of alcohol. Musicians and alcohol are a natural pairing; both evoke celebration, creativity, and indulgence. From high-end spirits to accessible wines, these artists are proving that a well-crafted drink can be just as expressive as a well-written song. Here are 10 musicians who have mastered the art of branding beyond the stage, finding success with their own alcohol brands.

Jay-Z (Armand de Brignac)

Jay-Z, a mogul in the music and business world, is the owner of Armand de Brignac, a prestigious champagne brand popularly known as "Ace of Spades." After featuring the brand in his music video for "Show Me What You Got," he acquired the brand in 2014. Armand de Brignac has become a symbol of luxury, success, and celebration in hip-hop culture and beyond, often seen at high-profile events and in the hands of celebrities. The champagne is renowned for its distinctive metallic bottles and has won numerous awards, solidifying Jay-Z's influence in the world of luxury beverages.

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Photo by Raven Varona Armand De Brignac, Jay-Z of Ace of Spades.

Justin Timberlake (Sauza 901)

Justin Timberlake, a multi-talented performer and entrepreneur, ventured into the alcohol industry with Sauza 901 Tequila. Named after his hometown area code of Memphis, Tennessee, Sauza 901 is a collaboration between Timberlake and the Sauza Tequila company. The tequila is triple-distilled, offering a smoother taste that reflects Timberlake's refined palate and his passion for premium spirits. Since its launch, Sauza 901 has gained popularity among tequila enthusiasts and has been featured in various promotional campaigns that highlight its modern, youthful appeal.

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Justin Timberlake with his brand of Tequila. Downloaded from the Spirits Business, August 2024.

Sammy Hagar (Cabo Wabo Tequila)

Rock legend Sammy Hagar, known for his time as the lead singer of Van Halen, is also a successful entrepreneur in the spirits industry with Cabo Wabo Tequila. Launched in the 1990s, Cabo Wabo started as a house brand for Hagar's nightclub in Cabo San Lucas, Mexico, before expanding into a full-fledged tequila brand. Known for its high quality and smooth taste, Cabo Wabo quickly gained a loyal following. Hagar eventually sold a majority stake in the company but remains a passionate advocate for tequila and continues to be involved in the spirits industry.

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Sammy Hagar (left) and the brand of Tequila he founded, Cabo (right). Downloaded from Ultimate Classic Rock, August 2024.

Drake (Virginia Black Whiskey)

Drake, one of the most successful hip-hop artists of his generation, has extended his brand into the spirits industry with Virginia Black Whiskey. Launched in collaboration with spirits producer Brent Hocking, Virginia Black is a high-end bourbon whiskey that combines Drake's love for premium, smooth drinks with his luxurious lifestyle. The whiskey is marketed with a sense of elegance and has been well-received for its rich flavor profile. Drake's venture into whiskey underscores his versatility and ability to influence culture beyond music.

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Drake attends the Canadian Pre-Launch of Virginia Black Decadent American Whiskey held at LCBO at Yonge & Summerhill on April 12, 2016 in Toronto. Photo by George Pimentel/Getty Images, downloaded from Billboard, August 27, 2024.

P. Diddy (Cîroc Vodka)

Sean Combs, better known as P. Diddy, is not just a hip-hop icon but also a powerhouse in the spirits industry with his association with Cîroc Vodka. Unlike most vodkas made from grain, Cîroc is distilled from fine French grapes, giving it a unique flavor and smoothness. Diddy's partnership with Diageo, the company behind Cîroc, has been highly successful, with the brand becoming synonymous with luxury and nightlife. Through strategic marketing and his celebrity influence, Diddy has helped Cîroc achieve significant market share and cultural relevance, making it a staple in clubs and social gatherings worldwide.

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Sean "Diddy" Combs with bottles of Ciroc Vodka. Photo by Carlos Marino/FilmMagi, courtesy of Rolling Stone, downloaded August 2024.

Snoop Dogg (19 Crimes Wine)

Snoop Dogg, the legendary rapper known for his laid-back persona and love of good times, has made a splash in the wine industry with 19 Crimes. His Snoop Cali Red wine, a blend of Zinfandel, Syrah, and Merlot, reflects his bold personality and Californian roots. The collaboration with 19 Crimes, a brand known for its edgy, criminal-inspired labeling, perfectly complements Snoop's rebellious image. The wine has been well-received for its approachable style and has introduced a new audience to the world of red wine, further showcasing Snoop's influence across diverse industries.

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Snoop Dog, showcasing 19 Crimes Snoop Dogg Cali Red Wine, courtesy of Wine Spectator, downloaded August 2024.

Dave Matthews (Dreaming Tree Wines)

Dave Matthews, famed for his role as the lead vocalist of the Dave Matthews Band, has a deep connection to nature and sustainability, which is reflected in his wine brand, Dreaming Tree Wines. Partnering with winemaker Sean McKenzie, Matthews launched Dreaming Tree to produce approachable wines with a commitment to environmental stewardship. The brand offers a variety of wines, including Cabernet Sauvignon, Chardonnay, and Red Blend, all crafted with sustainable practices. Dreaming Tree Wines have been praised not only for their taste but also for their eco-friendly approach, aligning with Matthews' values and his fan base's ethos.

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Dave Matthews showcasing Deaming Tree Rosé. Photo by Alexander Rubin, courtesy of People, download August 27, 2024.

Fergie (Ferguson Crest)

Fergie, the dynamic singer from the Black Eyed Peas, ventured into winemaking with her family's Ferguson Crest winery in Santa Ynez Valley, California. Founded in 2006 with her father, the winery reflects Fergie's passion for wine and her desire to create high-quality, artisanal products. Ferguson Crest offers a range of wines, including Cabernet Sauvignon, Syrah, and a red blend called Fergalicious. The winery's focus on small-batch production and family involvement has helped it carve out a niche in the competitive California wine market, appealing to fans of both Fergie and boutique wines.

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Stacy 'Fergie' Ferguson with a bottle of wine from Ferguson Crest winery. Courtesy of the Shout New Zealand, downloaded August 27, 2024.

Bob Dylan (Heaven's Door Whiskey)

Bob Dylan, the legendary singer-songwriter, expanded his creative pursuits into the world of spirits with Heaven's Door Whiskey. Launched in collaboration with seasoned whiskey makers, Heaven's Door offers a range of American whiskeys, including a Tennessee Straight Bourbon and a Double Barrel Whiskey. The brand reflects Dylan's artistic spirit, with each bottle featuring iron gates designed by Dylan himself. The whiskey has been praised for its craftsmanship and depth of flavor, earning accolades from whiskey enthusiasts and reinforcing Dylan's reputation as a versatile artist and entrepreneur.

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Bob Dillian's brand, Heaven's Door, pictured with anthology image and bottle. Courtesy of BevNet, downloaded August 27, 2024.

Post Malone (Maison No. 9 Rosé)

Post Malone, a chart-topping rapper and singer, entered the wine market with Maison No. 9, a French rosé that embodies his eclectic style and laid-back lifestyle. The wine, created in collaboration with winemakers in Provence, is named after the tarot card for the Nine of Swords, symbolizing overcoming challenges. Maison No. 9 has been a hit among fans and wine lovers alike, appreciated for its light, crisp flavor and stylish packaging. Post Malone's venture into rosé has brought a new level of cool to the wine industry, attracting a younger audience to the world of fine wine.

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Post Malone with Maison No. 9 bottles. Photo courtesy of Wine Spectator, downloaded August 27, 2024.

As the music industry continues to evolve, musicians have shown an incredible knack for innovation and entrepreneurship. By entering the world of alcohol, they’ve tapped into a market that perfectly aligns with the celebration and lifestyle elements of their personal brands. Whether it’s Jay-Z’s luxurious champagne or Post Malone’s trendy rosé, these ventures represent more than just a business decision—they’re a natural extension of the artists themselves. In a world where standing out is key, these musicians have proven that their creativity doesn’t stop with music; it pours into every aspect of their business endeavors. And as fans, we’re here for the ride, enjoying every sip of their entrepreneurial spirit. Cheers to that!