Selling Celebrity w/ Albert Hammond Jr. of Jetway & The Strokes

Being the lead guitarist of the band, The Strokes, and with a celebrity roster of investors including Joaquin Phoenix, Owen Wilson, and Nick Hoult, one might believe that Albert Hammond Jr.’s new wine seltzer, Jetway, should have an easy path to take off. However, creating a product from ideation to quality in a can, starting a new business and raising money, and getting that wine seltzer into stores, restaurants, and people’s hands was more like launching a new band for Albert. It takes a lot of effort, and there are a lot of unknowns as to what might help it stick. Albert tells the story of the first year of Jetway and how celebrity has helped but is far from enough to make the product successful. Detailed Show NotesAlbert’s backgroundLead guitarist of The StrokesDad was into French Bordeaux, and Albert really liked the aromas of wineJetway’s founding - the idea came from drinking Aperol Spritzes in Italy and thinking it should be canned and modernizedJetway productUltra-premium wine seltzer, positioned as a new category w/in a category between wine and seltzerWine base with yerba mate and yuzu/ginger/lemon peel (white) or white peach/orange peel (rosé)Dry with no added sugarCan’s art is trying to be nostalgic and newPrice pointDTC - $131 / 24 cans (~$5.45/can, incl shipping)In-store - $14.99 / 4 packProduct launchSimilar to launching a new bandIn 200+ storesAvailable at Disneyland on draft and the San Diego Zoo, both did wellThe goal was to sell 10,000 cases in the first yearMost people buying are not friends and familyRaising moneyHe pitched to friends for feedback, and some wanted to investInvestors include Joaquin Phoenix and Rooney Mara, Nick Hoult, and Owen WilsonLeveraging celebrityIt helps to get in the door for restaurants and stores, but a good product is required to bring people backSocial media is a “double-edged sword” - it only hits fans of the band, which is not the entire market for the productHe had Jetway on the road when The Strokes opened for the Red Hot Chili Peppers and a broad audience enjoyed itMost of the investors don’t have social media, but mostly have helped provide feedback on product designCelebrity alcohol brands are growing, partially to diversify business interests and following the success of George Clooney’s tequila brand Hosted on Acast. See acast.com/privacy for more information.