Celebrities are brands. And they use their popularity to create brands of their own.

Matthew McConaughey partnered for Longbranch bourbon. Robert Downey Jr. recently launched the Happy coffee company. Now, Wyatt Russell is pushing Lake Hour premium cocktails, billed as a retro seltzer. 

Russell, the son of Goldie Hawn and Kurt Russell, who starred in "Overlord" and "The Falcon and the Winter Soldier," and co-founder and film producer Rich Peete ("Blue Ruin," "Super Dark Times"), said the beverage is inspired by the beauty of lakeside living.

Lake Hour's branding and campaign was conceptualized in-house by the co-founders/co-CEOs. The visual branding was done by Helms Workshop. The campaign runs on their social media, the brand's website, Instagram and Facebook.

Both men were brought up around lakes and their goal was a product that reflected the good times when family and friends relax together. Or as Russell puts it: "Where the essence of time is only measured in sunsets."

Made with premium vodka, blanco tequila, real juice and 3.4 grams of raw pure cane sugar, Lake House has no artificial ingredients. Its four flavors are watermelon cucumber, honeysuckle ginger, peach jasmine and rosemary yuzu.

"Lake Hour's target demographics are really anyone who loves lake life and the particular vibe that comes with that easy-living lifestyle. The concept was born on a family vacation — in a hot tub! — with Wyatt and I reminiscing about our memories on the lake and simpler times. Lake Hour takes that idea and brings it to drink form. It's a line of sparkle cocktails without the added sugar and fake ingredients found in many of today's RTDs (ready to drink). It's super personal to both of us, and we can't wait for folks to try it," Peete told Agency Daily.