Tequila Trends: How Most Popular Celebrity Tequilas Fare Online

Kendall Jenner launching her own tequila brand called 818 is the latest in a slew of celebrity-backed tequila ventures. These ventures date back to at least the year 1997, when the legendary guitarist Carlos Santana launched his tequila brand Casa Noble long before Instagram stories, or indeed social media were around.

Since then, we saw the likes of Justin Timberlake and Diddy get into the tequila game. The more recent commercial success of Clooney’s Casamigos and Dwayne Johnson’s Teremana suggests there might be good reasons why so many superstars are developing an appetite for tequila. As spirits go, tequila is cool, fun, and Instagram-friendly. More to the point, the tequila market is worth $10.8 billion dollars and grew 46% just last year.

But how do celebrities and their tequilas fare online? Which are most searched on Google and which are most popular on Instagram? Read on as we compare the online prowess of the top 15 celebrity tequila brands.

Key Stats

  • George Clooney’s Casamigos tequila is the most searched with the average of 175,000 searches per month globally
  • The Rock’s Teremana was the most searched celebrity tequila in 2020 peaking at 370,000 searches per month in September 2020
  • Dwayne Johnson’s Teremana tequila is most-followed on Instagram with 726,000 followers
  • 818 Tequila, launched by Kendal Jenner gained 523,000 Instagram followers in one month
  • Casamigos is also the most instagrammed celebrity tequila with 70,000 posts under #casamigos hashtag
  • Timberlake’s Souza 901 and Diddy’s DeLeón are least searched online with less than 1,000 monthly searches

Most and Least Searched Celebrity Tequilas

These celebrities may have similar levels of fame, but when it comes to online searches for their tequilas, there’s no contest. George Clooney’s Casamigos is by far the most searched tequila brand with a combined 175,000 online searches per month.
Only Dwayne “The Rock” Johnson comes close with his Teremana tequila generating 116,000 monthly searches. Rita Ora’s Prospero (79,600 searches), Brosnan’s Don Ramon (56,600 searches), and Michael Jordan’s Cincoro (37,500 searches) round off the top five most searched celebrity tequila brands.

Despite only launching last month, Kendal Jenner’s 818 Tequila is already the sixth most searched with just under 10,000 searches per month.

Among the least searched are Sean Comb’s aka Diddy’s DeLeón and Justin Timberlake’s Sauza 901, both with under 1,000 monthly searches. 

The Rise and Rise of The Rock: Celebrity Tequila Search Trends

While most celebrity tequila brands launched in the last two years, not all of them were able to capture the search audience quite as well as the others.

Before 2019, the celebrity tequila landscape has been dominated by George Clooney’s Casamigos and – to an extent – Don Ramon. Though it must be noted that it wouldn’t be until late in 2020 that the Don Ramon brand will get Pierce Brosnan on board.

Late 2019 saw Rita Ora’s Prospero launch with great success, almost reaching Casamigos levels of search popularity of over 100,000 monthly searches by the start of 2020.

But then came The Rock’s Teremana and left everyone in the dust. Unveiled in March 2020, it reached 200,000 searches a month by May, and 300,000 searches a month by July. Peaking in September at the astounding 370,000 searches.

Since then, Casamigos seems to have clawed back some ground in the searches and was somewhat ahead of Teremana in terms of searches this year: 340,000 vs 260,000 in May 2021.

Elsewhere, in a performance as consistent as its famous founder, Michael Jordan’s Cincoro is holding steady at 70,000 searches per month, while both Brosnan’s Don Ramon and Ora’s Prospero maintain a healthy search interest of around 100,000 monthly searches.

Check our graph above for search trends on each celebrity tequila by clicking on the name in the chart’s legend. See how Kendall Jenner’s 818 Tequila is doing or explore how Santana’s Casanoble fared over the years.

Celebrity Tequilas by Number of Followers on Instagram

Winning the search landscape is important, but capturing the attention of people on Instagram is equally critical. So whose tequila has been dominating social media? Let’s have a look. 

Clooney might have the upper hand on Google, but there’s no beating The Rock at Instagram. With 726,000 followers, Teremana tequila reigns supreme among its celebrity competition.

Let’s not underestimate the power of the Kardashian family brand when it comes to social media. Having only launched last month (May 2021), Kendal Jenner has already been able to attract over 500,000 followers to its 818 Tequila brand account on Instagram.

Unlike in online searches, Diddy’s DeLeon tequila is rather doing well on Instagram. With 131,000 followers, it’s the fourth most popular celebrity tequila account.

Most Instagrammed Celebrity Tequilas

Whether by the sheer celebrity of its star founder or due to the simple fact that it’s been around for nearly a decade, George Clooney’s Casamigos is the most instagrammed celebrity tequila. 

Its 70,800 posts put it ahead of Dwayne The Rock Johnson’s Teremana with 53,299 posts under a branded hashtag. If you consider that Teremana has only been launched last year, it’s a mighty impressive performance.

What’s just as impressive is the 38,000 posts Diddy’s DeLeon tequila has amassed under the branded hashtag, given the fact that the DeLeon brand isn’t as strong in searches as its celebrity competitors.

Despite attracting over 500,000 followers in a short time after being launched, Kendall Jenners’ 818 Tequila only has 666 posts under the branded hashtag so far.

Compare and Contrast: All Celebrity Tequila Data in One Table

Should you want to browse the data at your own leisure, check out the handy table below, where we’ve put all the figures on celebrity tequilas featured above together in one place.

Full data available here.

A note on sources

Search volume data was gathered using Ahrefs Keyword Explorer and Google AdWords for the following keywords:

  • Celebrity + “tequila”, e.g. “dwayne johnson tequila”
  • Celebrity + Tequila Brand, e.g. “dwayne johnson teremana”
  • Tequila brand, e.g. “teremana”
  • Tequila brand + “tequila”, e.g. “teremana tequila”

Instagram followers were taken from official Instagram accounts of the celebrity tequila brands. Posts under tag were gathered using Instagram search. Data is accurate as of June 2021. 

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