Celebrities have long been bringing glitz and glamor - as well as some savvy experience in investing - into the beverage category (George Clooney’s success with Casamigos - the tequila brand he co-founded in 2013 - heralded in an age of celebrity beverage brands).
Now, celebrities are increasingly turning their focus to low and no alcohol drinks: championing the health and lifestyle of reduced alcohol consumption.
Here are six brands to watch.
Tom Holland: Bero
One of the most recent arrivals into the category, actor Tom Holland announced the debut of premium non-alcoholic beer BERO in October.
The brew comes in three styles: Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat.
BERO comes to life through the shared partnership of Tom Holland, CEO John Herman, consumer-led fund Imaginary Ventures and WME. Herman brings with him over 20 years of experience driving successful growth in consumer-focused categories, most recently within beverage as President of Nutrabolt - the makers of the C4 Energy.
Lewis Hamilton: Almave
Formula One champion Lewis Hamilton co-founded non-alc agave spirit Almave in 2023, and the brand is now available in 10 global markets including the US and UK.
Last year, Pernod Ricard invested in a minority stake in the brand, championing the brand as one that represents the ‘confluence of three accelerating global trends’: namely tequila, non-alcoholic products and the desire for authenticity.
Alm comes in two expressions: Almave Ámbar Distilled Non-Alcoholic Blue Agave Spirit, created for sipping, and Almave Blanco Distilled Non-Alcoholic Blue Agave Spirit, created for mixing.
Katy Perry: De Soi
Functional sparkling alcohol-free aperitif De Soi was co-founded by pop star Katy Perry in 2022: layering culinary botanical ingredients (like yuzu, rosemary and lemongrass) with adaptogens (such as reishi mushroom and l-theanine) for the ‘buzz without the booze’.
The proprietary blend of three adaptogens—reishi mushroom, lion’s mane, and L-theanine— has been carefully chosen to mimic the unwind effect an evening glass of wine has at the end of the day: promoting a sense of calmness and ease, ‘making it a perfect way to relax and feel good without the booze’.
Blake Lively: Betty Buzz
Actress Blake Lively’s collection of sparkling non-alcoholic beverages – Betty Buzz – includes seven gourmet-inspired flavors, including two mixed mocktails.
Launched in 2021, the range uses clean ingredients: made with real juice and natural flavors, and are free from artificial flavors, colors and sweeteners. They are also non-GMO and gluten-free.
Betty Buzz can be drunk as a non-alcoholic treat or mixed with any spirit.
Lively followed the launch of Betty Buzz with Betty Booze: a line of six low-ABV canned cocktails.
Bella Hadid: Kin Euphorics
Launched in 2018 by Jen Batchelor and supermodel Bella Hadid, Kin Euphorics uses nootropics, adaptogens and functional mushrooms to create an elevated state of mood.
The drinks draw on Ayurvedic medicine – the system of medicine developed in India more than 5,000 years ago which promotes the balance between body, mind, spirit and environment.
The brand has two key focus areas: experimenting and innovating with functional ingredients; and secondly, going beyond being a simple alcohol-free drink to become a lifestyle brand with 178k followers on Instagram.
Kylie Minogue: Kylie Minogue wines
Pop icon Kylie Minogue launched her wine range in 2020, which is now available in more than 20 markets worldwide.
She has since expanded the range into alcohol-free wines, launching her first wine in this sector in 2022.
This month sees the launch of Kylie Minogue 0% Sparkling White Wine Alternative in the US, following on from the success of Kylie 0% Sparkling Rosé.
While many alcohol-free wines are produced with alcohol that is later removed; Kylie’s wine process generates no alcohol yet promises to deliver all the subtle flavors and characteristics of a traditionally fermented wine.
Cara Delevingne: Della Vite Zero
Della Vite - the Prosecco brand founded by the Delevingne sisters, Chloe, Poppy and Cara – has also expanded into alcohol-free with a non-alcoholic sparkling wine.
The Delevingne sisters work closely with a 4th generation French wine-making family in the region of Beziers, France, who cultivate Della Vite Zero using Grenache grapes, which undergo a careful de-alcoholization process to retain the complex flavor and increase the freshness of the wine.
