The ownership trend offers more power to personalities and greater opportunities for authentic storytelling

Post Malone and a bottle of Maison No. 9 rosé
Post Malone’s Maison No. 9 rosé launched last year.
Maison No. 9

George Clooney co-founded Casamigos tequila in 2013. Four years later, the trio of founders cashed in on its success in a big way by selling the company to alcohol conglomerate Diageo for $1 billion.