• by Larissa Faw , November 18, 2020

It seems every day yet another celebrity is announcing a new alcohol brand, joining the ranks of Ryan Reynolds’ Aviation Gin, Metallica’s Blackened American Whiskey and David Beckham’s HAIG Club Whiskey.

Now, agency Observatory is partnering with celebrity alcohol marketplace GrapeStars International Inc. to introduce a new content joint venture dedicated to creating content highlighting the GrapeStars brand, celebrity partners and their products. 

Through this collaboration, Observatory will work with the GrapeStars team to create entertainment programming centered on celebrity alcohol brands.

Observatory will handle the ideation, creation and distribution of all forms of content. That content will be distributed on the GrapeStars app and across various entertainment platforms.

GrapeStars says it specifically sought out Observatory because of the content expertise it honed as part of Creative Artists Agency. The agency was formerly known as CAA Marketing under leader Jae Goodman. Then in 2018, Goodman regrouped his agency under the new name Observatory as an independent shop, with financial backing by CAA and The Stagwell Group. 

“We’re thrilled to take GrapeStars International to the next level and leverage unique celebrity lifestyle content to strengthen brand affinities and further bridge the gap between celebrities and fans,” says Jean-Jean Pelletier, Founder, President & CEO of GrapeStars International. “With strong Hollywood connections and an understanding of what makes for engaging, results-driven content, Observatory is the perfect partner to help launch GrapeStars Entertainment.”