How Taylor Swift’s NFL Appearances Turned Into an All-Out Promo Opportunity for Travis Kelce and Blake Lively’s Cocktail Brands
Taylor Swift’s game-day cocktail choices have drawn spirited discussion across the Internet. (Photo: Cooper Neill/AP)
Over the past few weeks, Taylor Swift and Travis Kelce’s whirlwind romance has ballooned into a once-in-a-lifetime merchandising opportunity. From “Swiftie” sports jerseys to NFL ad spots, no lucrative stone is being left unturned when it comes to the most talked about couple of the year.
Unsurprisingly, Swift’s highly publicized game-day appearances have taken the crown spot.
Last Thursday, Swift was spotted in the VIP box at the Chiefs-Broncos game alongside a cohort of celebrity friends, notably including Travis’ mom Donna Kelce. In virtually every photo, Swift was seen with a can of Casa Azul Tequila Soda by her side — a brand that Travis Kelce made an equity stake investment in earlier this year.
The boozy sighting inspired an avalanche of brand posts declaring Casa Azul as the next opportunity to cash in on the Swift-Kelce zeitgeist:
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Product placement — especially in the hands of trending superstars — should come as no surprise in this day and age. Interestingly, however, the exact same scene played out a few weeks prior.
During the Chiefs-Jets game on October 1st, Swift pulled up to the bleachers alongside high-profile friends like Blake Lively and Ryan Reynolds. It was Swift’s second appearance at the NFL, and, expectedly, all eyes were on her.
Taylor Swift, Brittany Mahomes, Blake Lively, and Ryan Reynolds watch from the stands during an NFL football game between the New York Jets and the Kansas City Chiefs, Sunday, Oct. 1, 2023 in East Rutherford, N.J. (Photo: Kevin Sabitus/AP)
Lo and behold, everyone in her section was proudly sipping Betty Booze, the sparkling tequila and bourbon canned cocktail brand that Lively launched at the end of June.
Of course, none of this should be interpreted as a sweeping criticism of Swift’s cocktail choices. Rather, it reflects the realities of an increasingly cut-throat celebrity alcohol industry.
From Jennifer Lopez to Miles Teller to Ellie Goulding, seemingly every star under the sun has unveiled their own pre-mixed cocktail brand over the past couple of years. As hard seltzers like White Claw and Truly gradually wane in popularity, “fuller-flavored” products made with tequila, whiskey, rum and more have emerged as a hot investment opportunity.
With so many new brands on the shelf, it’s hard to stand out. Unless, of course, you’re friends with Taylor Swift.
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