Iowa native Jason Momoa, who’s a villain in the latest Fast and Furious movie and has a recurring role as Aquaman, was back in his hometown of Norwalk yesterday (Monday). Hundreds of fans waited at the Fareway in Norwalk — and at a HyVee in Urbandale — to meet Momoa, buy the new brand of vodka he and a friend are producing and have the bottle autographed. Meili vodka is made in Montana and sold in a bottle made entirely of recycled glass.

Research shows celebrities can affect consumer behavior. Reality T-V star Kendall Jenner launched a tequila brand in 2021. Soccer star David Beckman promotes a whisky. And actor Danny Devito has put his name on the top selling limoncello in the U-S.