Patrick Schwarzenegger Signs on With Ketel One Vodka as Inaugural ‘Spirit Advisor’

(Photo: Ketel One)

On Wednesday, “Gen V” and “The Staircase” star Patrick Schwarzenegger joined the Ketel One Vodka team as the brand’s first-ever “spirit advisor.”

The position — less investor and more spokesperson — is being commemorated through a series of adverts and signature cocktails ahead of the holiday season. In a promo kicking off the partnership, Schwarzenegger dons the role of a bartending genie who can actualize wishes with the snap of a finger. He conjures up a dinner reservation, a 6-star Uber rating and, since this is a spirits ad, an espresso martini.

“I’m excited to be Ketel One’s first ever Spirit Advisor,” Schwarzenegger said in a news release. “This partnership is all about making memories during the holidays and celebrating with the right spirit, and for me that is a Ketel One martini with a twist. Unless it’s a date…then we do espresso martini!”

In addition to his on-screen roles, including a spot in the upcoming season of “The White Lotus,” Schwarzenegger has inked investments in companies like Liquid I.V., protein coffee Super Coffee and vegan chicken brand Nuggs. He’s the son of actor Arnold Schwarzenegger and journalist Maria Shriver, the latter of whom is a member of both the Shriver and Kennedy political families.

Ketel One is toasting the occasion with a Espresso “Mint-Tini” Cocktail Kit released in partnership with PUNCH and Cocktail Courier. Orders are expected to open on Nov. 15 at an undisclosed price.

Production of Ketel One is headed up at the Nolet Distillery in Schiedam, Netherlands. Founded in 1983, the brand is now owned as a joint venture between the Nolet family and British spirits giant Diageo. The firm acquired a 50% stake in Ketel in 2008 for a reported $900 million, preceding its 2017 acquisition of Casamigos ($1 billion) and 2020 acquisition of Aviation Gin ($610 million). Diageo also owns leading vodka brands including Smirnoff and Cîroc.

“When thinking about who would make the perfect Ketel One Spirit Advisor, we thought about someone who has insight into the finer things in life and naturally makes things better, just as Ketel One was crafted to make a better cocktail, and Patrick is someone who fit this persona perfectly.” Sam Salameh, Diageo’s vice president of vodka, added.