A new celebrity is about to tap the red-hot market for hard seltzer, just in time for the holidays.
Actress Priyanka Chopra-Jonas is teaming up with Anheuser-Busch (BUD) to launch a new holiday-themed adult box. Earlier this year, the entertainer and soon-to-be author was named the brand’s creative advisor, and on Monday launched the BON V!V x Priyanka Chopra Jonas Holiday Box.
The limited-edition package includes a pajama set from Helena Quinn, a giftcard for Minibar (an alcohol delivery platform that can be used to order BON V!V spiked seltzers), glassware. Additionally, there are cocktail ingredients (candy canes and cranberry) needed to create her new signature cocktail BON V!V Candy Cane Crush.
The holiday box arrives at a time when alcohol sales are surging, as the COVID-19 pandemic locks many consumers in their homes, and has led to stiff restrictions on bars and restaurants.
It doesn’t come cheap — it carries a $100 price tag — but is tailor made for the social media influencer set: Chopra-Jonas has a loyal Instagram (FB) following of nearly 60 million followers, and the actress is riding a wave of celebrity-endorsed food and beverage campaigns.
According to Grand View Research, the global hard seltzer market was valued at $4.4 billion dollars in 2019 and is expected to grow by double-digits from 2020 to 2027. Sales of the increasingly popular beverage far outstripped beer sales last year, according to Nielsen data.
While this partnership between Chopra-Jonas and BON V!V is fairly new, it is part of a larger trend of big brands turning to entertainers to create a unique spin on classic favorites.
Earlier this year, Travis Scott partnered with McDonald’s (MCD) to debut the Travis Scott meal — a quarter pounder with bacon, fries with barbecue sauce and a medium Sprite. The meal quickly went viral on social media — especially on TikTok as consumers ran to their local restaurants to order the meal.
Scott said this menu debut brought in $20 million dollars all together, with only $5 million dollars coming from the original endorsement itself, and the other $15 million dollars from merchandise sales.
Brooke DiPalma is a producer for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma.
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