Forecast the celebrity-brand shakeout: George Clooney, The Rock, Ryan Reynolds, Kendall Jenner, Bryan Cranston, and which famous-face spirits get bought or quietly exit.
After a decade of celebrity-backed launches and headline acquisitions, the category is sorting itself. Retailers are cutting weak SKUs, founders are taking quieter exits, and the buyers who paid 2021 multiples are not coming back. These markets put names and dates on the shakeout, with resolution from trade press and SEC filings.