LOS ANGELES (AdAge.com) -- In a recession, consumers of all sorts are abandoning their brand loyalty and trading up or trading down for value-based alternatives to their most-beloved products -- even Chelsea Handler.
The 34-year-old comedian and host of E!'s "Chelsea Lately" has long been a devoted drinker of Grey Goose, her spirit of choice and the inspiration behind many of the stories depicted in her New York Times best-selling memoir "Are You There, Vodka? It's Me, Chelsea." Fans would even present her with ribbon-topped bottles of the French spirit at stand-up shows in lieu of a gift basket or teddy bear.
But for her upcoming comedy tour, The Chelsea Chelsea Bang Bang Tour (named after her upcoming third book, out March 9 from Grand Central Publishing), the comedian is trading in Grey Goose for Belvedere, the official sponsor of the Live Nation-produced event.
