American actor Hartley has joined Revel Spirits as a partner and will work alongside its CEO and founder, Micah McFarlane. The actor, producer and director will work alongside its CEO and founder, Micah McFarlane and focus on raising awareness of Revel Avila, the company’s tequila brand .
“When I first met Micah and heard what it was that he was doing with Revel Spirits, I was hooked,” said Hartley. “This wasn’t just another entrepreneur that was looking to make a quick buck by riding the Tequila wave. Anyone can go to Mexico and slap a label on a bottle where hundreds of others are produced. “I’m eager to jump right in to help grow the brand and to work alongside Micah and his team as we develop new strategies and further build this category.”
Tequila has become a category awash with celebrity associations – Chris Noth, Dwayne ‘The Rock’ Johnson and Justin Timberlake all own significant stakes in Tequila brands. Celebrity-backed Tequilas have also attracted the attention of a number of a corporate players. In 2017, George Clooney’s Casamigos Tequila was bought by Diageo in a deal worth up to US$1 billion and the UK drinks giant also entered into a joint venture with music mogul Sean ‘Diddy’ Combs to acquire Deleón Tequila. Meanwhile, Beam took a significant stake in Timberlake’s Tequila brand in 2014.