The market for alcohol-free products is booming, as consumers think increasingly about health, wellness and mindful consumption. And celebrities are part of this shift: aligning themselves with values like self-care and inclusivity, appealing to audiences who want sophisticated social experiences without the downsides of drinking.
For celebrities, these ventures also offer strong business potential, as younger generations look for premium, flavorful options that fit their wellness goals.
By leveraging their influence, celebrities can normalize alcohol-free choices and make them aspirational, turning what was once niche into mainstream. Ultimately, it’s a strategic blend of health-conscious branding, market opportunity, and cultural leadership that explains why so many stars are embracing this space.
Elton John: Zero Blanc de Blancs
Just the latest to launch in the alcohol-free category: British singer-songwriter Elton John has debuted his alcohol-free sparkling wine in the UK.
Elton John Zero Blanc de Blancs, a 0% ABV drink, is made from chardonnay grapes grown in northern Italy: offering ‘notes of apple, citrus blossom and honeysuckle with a refined mineral finish’.
Sales and distribution is being handled by Benchmark Drinks in the UK: a supplier who’s also worked with Kylie Minogue, Gary Barlow and Graham Norton on their wine ranges.
Lewis Hamilton: Almave
Co-founded by Formula One Champion and entrepreneur Lewis Hamilton, non-alcoholic agave spirit Almave wants to replicate the success of trendy tequila in the non-alc category.
Almave is a super-premium, non-alcoholic Blue Agave spirit made in Jalisco, Mexico. It uses the same raw materials as tequila, but skips the fermentation process where the liquid becomes alcohol.
The brand launched in 2023 and quickly expanded globally, with Pernod Ricard investing in the brand in 2024.
Katy Perry: De Soi
Functional sparkling alcohol-free aperitif, De Soi, was co-founded by Katy Perry in 2022.
The brand layers botanicals (such as yuzu, rosemary and lemongrass) with adaptogens (such as reishi mushroom and l-theanine) for the ‘buzz without the booze’.
These adaptogens were chosen to mimic the unwinding effect of an evening glass of wine.
The brand’s products are inspired by classic cocktails and wine. Top sellers include Tres Rose (notes of tart raspberry and earthy rooibos) and Spritz Italiano (an Almalfi-inspired spritz with citrus and gentian).
Tom Holland: Bero
Tom Holland co-founded Bero, a premium non-alcoholic beer brand, in 2024. The brew is inspired by Holland’s UK roots, combined with an expert team of American brewers, to create a 0.5% ABV brew that’s a ‘stylish companion for an enriched and limitless lifestyle’.
The brand came to life through a partnership between Holland, CEO John Herman, Imaginary Ventures and WME.
Today, its focus is on growing the brand through partnerships and collaborations: such as with prestige sports car Aston Martin.
Bella Hadid: Kin Euphorics
One of the earlier alcohol-free celebrity brands, Kin Euphorics launched in 2018: using nootropics, adaptogens and functional mushrooms to create an elevated state of mood.
The brand was launched by Jen Batchelor and supermodel Bella Hadid: becoming a lifestyle brand with more than 176k followers on Instagram.
The brand draws on Ayurvedic medicine: a system developed in India more than 5,000 years ago, which promotes the balance between body, mind, spirit and environment.
Adaptogens like ashwagandha, reishi, saffron, Schisandra and Rhodiola rosea act as ‘nature’s antidote to stress’. Meanwhile, nootropics like GABA and 5-HTP are combined with botanicals such as hibiscus to awaken the senses.
Blake Lively: Betty Buzz
Blake Lively launched Betty Buzz, a line of non-alcoholic sparkling sodas made from clean ingredients, in 2021.
Lively - who doesn’t drink - created the gourmet line to serve as an alternative to alcohol. Flavors include sparkling apple ginger sour cherry mocktails; oak smoked lemonade mocktails; sparkling grapefruit; Meyer lemon club soda and more. The products come in both bottles and cans.
