LEADERSHIP & STRATEGY
FROM L TO R : STEPHEN BOGART , LESLIE BOGART , ROBBERT DE KLERK
THE CELEBRITY ALCOHOL market is as beguiling as it is baffling . What at first appears to be an ill-fitting endorsement gone too far can sometimes , upon closer inspection , make sense .
On the face of it , an elite athlete lending their name to a bottle of whiskey seems somewhat outlandish . But when the distiller in question is Conor McGregor – who , having been stopped in the 10th round versus Floyd Mayweather last August , arrived at the post-fight press conference sipping ‘ Notorious ’ Irish whiskey – it fits .
It ’ s not a perfect science ( for every Cîroc , there ’ s a Trump Vodka ), but every once in a while , there emerges an indisputable no-brainer .
Take Humphrey Bogart . A committed drinker , legend has it the actor would finish his days on set by calling out “ scotch !” – and a glass would be placed in his hand soon after . Forget the many immortal lines from his films ( including Casablanca ’ s iconic misquote , “ play it again , Sam ”), Bogart was at his most poetic when pondering alcohol off-camera . “ I don ’ t trust a man who doesn ’ t drink ,”
10 February 2018