Rob Gronkowski Joins Travis Kelce as the Latest A-List Investor in Casa Azul Tequila

Former New England Patriots tight end Rob Gronkowski arrives for the Patriots Hall of Fame induction ceremony for former Patriots quarterback Tom Brady, at Gillette Stadium on Wednesday, June 12, 2024. (Photo: Steven Senne/AP Photo)

Four-time Super Bowl champion Rob Gronkowski is the latest in a string of celebrity investors rallying behind Casa Azul Tequila (not to be confused with the similarly named Clase Azul Tequila).

On Monday, the brand announced the legendary tight end has signed on as an investor and partner in Casa Azul at an undisclosed sum. Gronk is already joined by good company; other prominent brand partners include Chiefs tight end Travis Kelce, PGA champion Brooks Koepka, actress Eiza González and U.S. Women’s Open Champion Michelle Wie West.

Casa Azul was founded in 2022 by a self-described “serial beverage entrepreneur,” Lance Collins, a businessman who had a hand in creating Fuze, NOS, Bodyarmor Sports Drink and Core. Initially specializing exclusively in tequila sodas, the brand has since expanded into a trio of bottled tequilas.

Casa Azul’s new “Playa Pack.” (Photo: Casa Azul)

“Lance Collins and Casa Azul recognized the need to create top-notch products with a commitment to excellence and I’m proud to invest in a brand that embodies innovation and integrity in the Tequila industry,” Gronkowski said in a news release. “I’m all about enjoying life and having a great time, and Casa Azul is the perfect drink to do just that. I’m thrilled to be part of this incredible team and to bring these amazing new flavors from the Playa Pack to our fans.”

For better or for worse, celebrity-backed tequila has emerged as a defining trend within the spirits industry over the past few years. The concept was catapulted to new heights in 2017 when George Clooney famously sold his stake in Casamigos for $1 billion. Since then, new imprints have been launched by Dwayne “The Rock” Johnson, Kendall Jenner, Kevin Hart and just about everyone in between.

A handful of brands — Casa Azul among them — have taken the pitch further with an “A-team” approach. In other words, recruit as many celebrity investors as humanly possible, expanding your reach to new fanbases without spending too much on advertising.

Lobos 1707 was the first to popularize the model, signing  LeBron James, Anthony David, Issa Rae, Arnold Schwarzenegger and Paris Hilton among others to its investor group. Michael Jordan’s Cincoro Tequila recently made a similar move, bringing on Serena Williams, Derek Jeter and golf champions Dustin Johnson and Keegan Bradley to its sports-centric roster.

If you want to learn more about the unexpected Gronkowski-Kelce team-up, find the Casa Azul Tequila website here.

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