Miles Teller, the acclaimed actor known for his roles in "Whiplash," "Top Gun: Maverick," and "The Offer," has expanded his portfolio beyond Hollywood by investing in The Finnish Long Drink, a beverage company bringing Finland's national drink to the American market. His involvement with Long Drink and potential appearance at Indiana University Bloomington represents an interesting intersection of celebrity business ventures and strategic brand marketing.
The Story Behind The Finnish Long Drink
The Finnish Long Drink (or "lonkero" in Finnish) originated during the 1952 Olympics in Helsinki when Finland needed a way to serve drinks quickly to visitors. The solution was a refreshing, ready-to-drink cocktail combining gin with grapefruit soda. For decades, this drink remained primarily within Finland's borders as a beloved national beverage.
In 2018, entrepreneurs Evan Burns, Sakari Manninen, and Mikael Taipale founded The Long Drink Company to introduce this Finnish classic to American consumers. Their timing was excellent, as the ready-to-drink (RTD) cocktail market was beginning to explode in popularity in the United States.
Miles Teller's Investment and Involvement
Miles Teller joined The Long Drink Company as a co-owner in 2019. His investment wasn't merely financial; Teller has become an active brand ambassador, frequently promoting the beverage on social media, in interviews, and at events. For Teller, the connection to Long Drink reportedly came through personal enjoyment of the product rather than a purely business decision.
In various interviews, Teller has expressed genuine enthusiasm for the drink's taste and uniqueness. He was introduced to Long Drink by friends and was impressed enough to want to get involved on a deeper level. This authentic connection to the product has made him a credible spokesperson for the brand.
The Long Drink's co-founder Evan Burns has highlighted how Teller's involvement helped elevate the brand's visibility. Burns, who previously co-founded the digital media company Odyssey, brought his expertise in building and scaling companies to Long Drink. Together with Teller and the other co-founders, they've worked to position Long Drink as a premium yet accessible alternative in the crowded alcoholic beverage market.
The Long Drink's Growth Strategy
The Long Drink Company has employed a strategic expansion approach that combines traditional distribution with high-profile events and partnerships. They initially focused on key markets like New York, California, and Texas before expanding nationwide. The company has secured distribution deals with major retailers and has continued to expand its product line beyond the original formula to include variations like sugar-free options and different flavor profiles.
Celebrity investors like Teller have been crucial to this growth strategy. In addition to Teller, reports have indicated that other notable investors include golfer Rickie Fowler and music producer Kygo. These partnerships have helped the brand gain credibility and visibility among diverse consumer demographics.
Bar Takeovers as Marketing Strategy
Bar takeovers have become an increasingly popular marketing tactic in the beverage industry. These events allow brands to transform a venue temporarily, creating an immersive experience that showcases their products. For The Long Drink, bar takeovers at college towns like Bloomington make perfect strategic sense.
Indiana University Bloomington, with its large student population and vibrant social scene, represents an ideal venue for The Long Drink to connect with the crucial 21-26 age demographic. This age group is particularly valuable for emerging beverage brands as young consumers are often more willing to try new products and can become long-term brand loyalists.
A bar takeover featuring Miles Teller at IU Bloomington would generate significant buzz for several reasons:
Teller's star power would attract substantial attention, especially given his popularity with college-aged audiences following "Top Gun: Maverick" and his earlier work in films like "Project X" and "21 & Over."
The event would create authentic word-of-mouth marketing throughout the campus community.
Social media content generated from the event would extend its reach far beyond those physically present.
The personal appearance by a co-owner demonstrates the brand's commitment to connecting directly with consumers
The Role of Evan Burns and Other Co-founders of Long Drink
While Teller brings celebrity appeal, co-founders like Evan Burns provide the business expertise essential for the company's success. Burns, a native of Jasper, Indiana, brings more than just his business acumen to The Long Drink—he brings authentic Hoosier roots that have strengthened the brand's connection to the Midwest market. His upbringing in Jasper, a town of roughly 15,000 people known for its furniture manufacturing and strong work ethic, helped shape his entrepreneurial vision and midwestern values.
Before co-founding The Long Drink, Burns established himself as a formidable entrepreneur with Odyssey, a digital media platform that amplified the voices of college students nationwide. This venture not only demonstrated his business savvy but gave him crucial insights into the collegiate market that now benefit Long Drink's strategy. The IU Bloomington event represents a meaningful homecoming, allowing Burns to showcase his successful beverage company in the state where his journey began. His path from small-town Jasper to co-founding multiple successful companies creates an authentic narrative that resonates with consumers and strengthens Long Drink's midwestern appeal.
Co-founder Sakari Manninen brings Finnish authenticity to the brand. As a native Finn, his involvement helps ensure that The Long Drink maintains its connection to its Finnish heritage while adapting to American tastes. Mikael Taipale, another Finnish co-founder, similarly contributes cultural legitimacy to the brand.
The founding team has balanced maintaining the drink's traditional appeal while innovating for the American market. Their Finnish-American collaboration represents a unique selling point in the increasingly competitive RTD cocktail space.
Why IU Bloomington?
Indiana University Bloomington makes strategic sense for a Long Drink promotional event for multiple reasons:
With over 40,000 students, IU Bloomington offers a concentrated market of legal-drinking-age consumers.
The university has a reputation for an active social scene, making it fertile ground for introducing a new beverage option.
Bloomington's Midwest location helps the brand expand beyond coastal markets where it first established itself.
University communities often function as trendsetters, potentially creating regional word-of-mouth momentum.
The Broader Strategy of Long Drink
The potential IU Bloomington bar takeover with Miles Teller would likely be part of a broader campaign rather than an isolated event. The Long Drink has been expanding its distribution network across the country, and events featuring Teller and other high-profile investors serve multiple purposes in this expansion strategy.
Such events generate immediate sales, create content for marketing materials, establish relationships with local venues and distributors, and educate consumers about a product that many Americans aren't familiar with. Each appearance by Teller reinforces the brand's premium positioning while making it accessible to new consumers.
Conclusion
Miles Teller's investment in The Finnish Long Drink represents a thoughtful business diversification that leverages his celebrity status to promote a product he genuinely enjoys. His potential appearance at an IU Bloomington bar takeover would align perfectly with the brand's growth strategy, creating meaningful connections with an important consumer demographic.
The collaboration between Hollywood star power and entrepreneurial expertise from co-founders like Evan Burns, Sakari Manninen, and Mikael Taipale illustrates how modern beverage brands are finding success through authentic storytelling and strategic marketing. Whether Teller is mixing drinks behind the bar or simply enjoying them with students, his presence in Bloomington would certainly generate the kind of authentic brand engagement that traditional advertising cannot buy.