The Avengers actor Jeremy Renner has become the latest celebrity to enter the spirits category after joining US-based Sweet Grass Vodka as a co-owner.
American actor Renner, who is most famously known for his role as Hawkeye in the Marvel Cinematic Universe, has joined CEO Jarrod Swanger and his wife, Alicia Swanger, as co-owners of Sweet Grass Vodka.
The Hurt Locker star took to Instagram to announce his move into the vodka category, nearly eight months after he was involved in a snow plow accident on 1 January in Nevada.
“I’m so grateful for the progress I’ve made since the start of this year which allowed me to move forward with my interest in Sweet Grass Vodka,” said Renner. “Their mission is rooted in community and shared experience, which is why the second I tried it, I knew I wanted to become a part of it.”
Renner will be involved in a cross-country appearance and bottle-signing tour for the vodka.
The founders established the 100% potato vodka brand using their Polish family recipe. Based in Charleston, US, the brand is distilled using potato vodka sourced locally in South Carolina without the use of artificial ingredients.
“Jeremy understands the purity and craftsmanship of our vodka intrinsically,” said Jarrod Swanger. “We are so grateful to share ownership of our brand with someone who resonates with our passion and vision to create the best vodka on the planet.”
It’s not the first time Renner has been involved with a spirits brand. The actor previously fronted a global marketing campaign for Rémy Martin Cognac in 2015.
Renner joins the likes of actors Kate Hudson, Jason Momoa, Dan Aykroyd and rapper Sean ‘Diddy’ Combs in the vodka category.
Diageo recently severed ties with Combs after the rapper sued the company. Diageo claims Combs made US$1 billion over the last 15 years from the Cîroc Vodka and DeLeón Tequila brands.
