Premiumization in Play: How Top Investors Are Pouring into Beverages, Echoing TGG’s Wine Strategy

By John Ian Lau, Contributing Editor, Solomon Grey Capital

The beverage sector, particularly premium and experiential alcohol, continues to attract sophisticated capital as consumers seek quality, authenticity, and moments of celebration over mass-market volume. While the global wine market is valued at around $515 billion in 2024 and projected to reach $550 billion by the end of 2025—with a compound annual growth rate of about 6.7% through 2033, per Grand View Research—premium wines now represent roughly 40% of sales, up from 30% a decade ago. This shift toward high-end, story-driven offerings is especially pronounced in Asia, where consumption has risen 15% year-over-year in key markets like China and India, outpacing global averages.

A standout example of this dynamic is the blockbuster success of celebrity-backed ventures, most notably George Clooney’s Casamigos Tequila. Launched in 2013 as a passion project with friends Rande Gerber and Mike Meldman, the ultra-premium tequila—crafted for smoothness and drinkability—grew rapidly into one of the fastest-expanding spirits brands. In 2017, Diageo acquired it for $700 million upfront, with the total deal value reaching up to $1 billion based on performance milestones. The exit netted Clooney an estimated $233 million, highlighting how personal involvement, quality focus, and cultural resonance can transform a niche product into a global powerhouse. This isn’t isolated; the broader trend of celebrity and high-profile investments in spirits and wine underscores investor confidence in premiumization, where brands command higher margins through storytelling, exclusivity, and lifestyle appeal.

Other notable players in the beverage investment landscape include specialized private equity firms like InvestBev, the largest PE firm dedicated to the adult beverage industry and consumer packaged goods. InvestBev backs high-growth brands across wine, spirits, canned cocktails, and emerging categories, often providing strategic support beyond capital—such as industry networks and operational expertise—to drive scalability. Similarly, First Bev focuses exclusively on beverages, with a track record of nurturing emerging brands (e.g., kombucha and premium water) through growth capital and mentorship, delivering strong returns in a competitive space.

These investments share clear parallels with Asia-based TGG Holdings’ approach to wines. TGG curates premium selections to “spark inner light” through celebrations, aligning with the experiential premiumization wave. A key part of this is its ownership of vineyards in France, featuring the Plan B label—a Bordeaux-style blend (e.g., 90% Merlot with Cabernet Franc and Sauvignon) from special reserve plots around Saint-Émilion, emphasizing depth, elegance, and terroir-driven quality and a champagne label with sustainable approach in emphasizing a great wine with amazing bubbles. Crafted with precision by visionary winemakers, Plan B embodies TGG’s philosophy of meaningful, joyful experiences—much like how Clooney’s Casamigos prioritized authenticity and smoothness to create a product people genuinely love and share.

TGG’s Asia strategy is particularly sound in this context. Leveraging Hong Kong as a gateway to mainland China and Southeast Asia, where wine imports grow 12% annually, TGG taps into rising demand for sustainable, high-end varietals amid economic growth and cultural shifts toward premium lifestyles. By blending financial discipline with cultural impact—curating wines that foster connection and elation—TGG mirrors the playbook of top investors: identify resilient, story-rich assets, streamline for growth, and align with tailwinds like premiumization and regional expansion. Risks such as economic volatility and shifting consumer preferences exist, but the formula—quality, authenticity, and purposeful branding—has proven resilient, as seen in Casamigos’ billion-dollar outcome and ongoing PE activity in beverages.

As 2025 closes, these deals signal that smart capital continues to flow toward sectors blending indulgence, heritage, and innovation—whether in Hollywood-backed tequilas or Asia-curated Bordeaux blends. For investors, the message is clear: in beverages, as in life, the real value lies in what truly lights people up.