This U.S.-built relationship to tequila would serve as the stepping stool for all of the celebrity-endorsed brands that have launched since the trade agreement. “Celebrities can do this because it’s been built for this,” Nakazawa says. The danger is when celebrity agave spirits “divorce the product from the origin [and] evacuate territoriality of the product, so it’s just tequila,” or as some Americans consumers will call it, “George Clooney's tequila,” says Nakazawa.
