Unless you live under the world’s biggest rock, you’ve probably heard about Kansas City Chief tight end Travis Kelce’s new romance with Taylor Swift.
But, you might have not heard about Kelce’s investment in Casa Azul Spirits, a beverage company that makes tequila and tequila-infused seltzers.
Lance Collins started Casa Azul after previously founding Fuze Tea and co-founding Body Armor with Mike Repole. Notably, Kobe Bryant was among the initial investors in Body Armor back in 2013. When Coca-Cola Co KO acquired Body Armor for more than $5 billion, Bryant's estate reportedly pocketed a cool $400 million.
Andrew Petcash, founder of Profluence, shared the details of Kelce's partnership with Collins back in February in a thread on X, formerly known as Twitter. Petcash garnered a substantial following on X by curating threads related to athletes' financial endeavors. He founded Profluence as a platform dedicated to aggregating insights, content and data about the future of sports.
Casa Azul Tequila Soda and Kelce announced their partnership in February 2023, just a week before the Super Bowl. Collins has a knack for growing beverage lines before selling the company, usually to Coca-Cola.
Not only did Coca-Cola cut Collins a big check for Body Armor, but the company also bought Fuze Tea from Collins in 2007.
Now, with the help of Kelce, Collins is taking on the seltzer market which has grown dramatically in the last few years. The seltzer space will soon be a $15 billion-a-year industry, according to Coherent Market Insights.
While the exact details of Kelce’s investment, including the amount of money invested or percent of stake, are undisclosed, if history tells us anything, it should end up being a wise choice.
Photos: Shutterstock
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