While celebrity involvement has focused on alcohol brands such as George Clooney’s Casamigos tequila to Beyonce’s SirDavis whisky. The list is endless with Jamie Foxx with BSB, Kylie Minogue with her wine range, and even Harrison Ford and his collaboration with Glenmorangie.
As consumer demand for health, wellness and mindful drinking grows, more high-profile names are entering the functional and alcohol-free beverage market.
Demand for drinks promising everything from gut health to better sleep is soaring and its one of the fastest-evolving segments in the global beverage market.
According to Statista, revenue generated in supermarkets and convenience stores in non-alcoholic drinks surpasses euros 867bn, with the rise of functional beverages a prominent trend driving this growth.
A new wave of celebrity-backed brands is looking to capitalise on the health and wellness boom. BeverageDaily takes a look at some of the most notable names making their mark.
Kendall Jenner: TRIP
Kendall Jenner joined TRIP, the calming drinks brand, as its new Global Ambassador and has become an equity shareholder.
Founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury, TRIP is a low-calorie, calming sparkling drink infused with magnesium and botanicals. The brands also has its own range of CBD drinks.
TRIP will generate $200 million in revenue this year, as calming drinks emerged as the fastest-growing functional beverage category, ahead of gut health, protein and hydration (SPINS).
Jenner said: “I’ve been obsessed with TRIP for a while — the product is incredible, and I’ve always loved how elevated and intentional the brand feels. It’s my favorite way to stay grounded and present in my daily routine — it tastes great and makes me feel amazing.”
The brand proved to be so popular that it has expanded its night-time offering with the launch of new Dream Gummies and Dream Powder.
Gillian Anderson: G Spot
TV and movie star Gillian Anderson launched her range of functional drinks called G Spot in 2023 as she wanted a healthier alternative to high sugar and caffeine drinks.
The G Spot brand was developed to push back against the traditional wellness industry, which Anderson perceived as all rules and regulations.
The drinks range, which is boosted with adaptogens and nootropics, includes everything from Cordyceps, Maca, Passionflower and Chaga, blended with functional vitamins and mineral to support energy, calm, immunity and clarity.
In 2024 it set tongues wagging when it launched its Arousal variant made with passionfruit and pineapple, alongside notes of dragon fruit and habanero chilli.
Dutch brewing giant Heineken acquired a minority stake in G Spot in 2023.
At the beginning of 2025 G Spot made its UK supermarket debut as three of its SKUs launched in Sainsbury’s.
Tom Holland: Bero
Spiderman star Tom Holland launched Bero, his premium non-alcoholic beer back in 2024 with Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat.
The launch has been followed by new products and collaborations, including one between Tom Holland and Robert Downey Jr and his Happy Coffee brand. It saw them launch two new beverages Bero Coffee Draught and happy Eternal Hoptimist ground coffee.
This has been followed up by another brand extension for Bero with the launch of Double Tasty, a West Coast Style IPA.
In June this year Bero followed with its first-ever shandy line, a limited-edition seasonal release inspired by the British shandy tradition. It is made with 30% Bero Kingston Golden Pils and 70% lemonade, layered with additions of real fruit flavours.
Katy Perry: De Soi
Functional sparkling alcohol-free aperitif De Soi was launched by the pop star in 2022.
The brand layers functional ingredients such as yuzu, rosemary and lemongrass with adaptogens (such as reisi mushroom and l-theanine) for the ‘Buzz without the booze.”
The brand launched with Morgan McLachlan, a master distiller, who met Katy when they were both pregnant and couldn’t drink alcohol. They saw a gap in the market for an elevated non-alcoholic beverage and De Soi was born.
The flavours are inspired by classic cocktails or wine, each with a distinct personality.
Its flavours are sold in 8oz cans with variants including Haute Margarita, St Moritz Mule, Spritz Italiano and Tres Rose. Tres rose and Spritz Italiano are its top sellers.
Last month it announced a brand extension with launch of Social Spritz, a line of functional NA seltzers designed for all-day enjoyment. Its caffeine-free formulation is designed to deliver “clean, gentle energy.”
Social Spritz has launched in three flavours: Lemon Elderflower, Blackberry Hibiscus, and Peach Ginger. Each has 25 calories per can with less than 5 grams of sugar.
Ben Stiller: Stiller’s Soda
Actor Ben Stiller launched his better-for-you soda in 2025 which is pitched to offer consumers a healthier option.
It made its debut in the actors hometown of New York with the brand described as ‘a love letter to soda’s golden age - with none of the weird stuff.’
It has a strapline of ‘Classic soda made right’ and was launched with the aim of filling a gap in the Soda market.
Each can has 30 calories and 7 grams of sugar, according to the company. The brand does not include prebiotics and probiotics, focusing purely on classic soda taste. The drinks also contain natural ingredients added vitamins, including B12, C and D.
It launched in three flavours: root beer, lemon lime and Shirley Temple. The Shirley Cola joined in February 2026 and was described as a “rebellious take” on classic Roy Rogers. The cola ia made with grenadine, a touch of cherry, and 33 mg of caffeine.
