Travis Scott is the latest celeb to turn to alcohol

It was only a matter of time before Travis Scott expanded his business into the world of alcohol. Temporarily putting aside the musical career, La Flame has launched an agave seltzer created in collaboration with the American company Anheuser-Busch, thus following a trend that in the last period has seen more and more celebrities and companies take an interest in the world of alcohol.

Before Scott and his CACTI, Tesla and Kendall Jenner had also launched tequila brands following the path taken years earlier by Jay-Z with Armand de Brignac, the champagne brand of which LVMH recently acquired 50%, demonstrating still once again the success of an industry that has seen exponential growth during the pandemic. For the launch of his drink, Scott chose an exceptional stage like the Grammys, placing the spot starring comedian Eric Andre in one of the advertising segments of the ceremony.

Available in three flavours (pineapple, lime and strawberry), CACTI is just the latest of a series of products launched by Scott, now more and more entrepreneur and less and less artist. At a time when music was forced to take a break due to the pandemic, La Flame expanded its business first with a collaboration with McDonald's, then with one with Byredo that gave birth to perfume and a candle. If Scott's ability to sell any type of product simply by using his name is undeniable, it's impossible not to wonder if this mechanism, in the long run, can't end up removing him from the artistic sphere, transforming him into a living brand.