It seems as though a famous actor, musician, athlete or chef introduces a wine or spirits brand nearly every day. And while many of these projects are simply endorsement deals, a few are led by celebrities that do much of the brand-building heavy lifting themselves. Running a company with a famous name, however, isn’t a guarantee of success — and it can be tough to be taken seriously. This panel will investigate the rise of celebrity liquor and feature some of the high-profile entrepreneurs that are making it work.

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