First there were celebrity endorsements. For decades, alcoholic beverages were touted by those with clout, whether that was Hollywood stars or sports figures arguing whether a beer “tastes great” or is “less filling.” Then came the celebrity-owned alcoholic beverages. The market is currently saturated with stars creating their own brands of wine and spirits.
A new market is emerging, though, and shouldn’t come as a surprise considering the way the beverage alcohol industry is trending: celebrity-owned non-alcoholic beverages. Here’s a look at some familiar names who are getting in on the ground floor, and the current state of the industry.
Which celebrities are launching non-alcoholic brands?
Actor Tom Holland launched Bero in part because when he began his journey to sobriety he felt like he was missing out on social opportunities. He hopes his nonalcoholic beer brand will help others feel included when people gather to drink. Singer Katy Perry is a co-founder of De Soi, non-alcoholic apertifs that the company calls a “more considered choice for happy hour.”
Expect more celebrities in the alcohol industry to follow Blake Lively’s lead. The actress has a foot in both the alcoholic and non-alcoholic worlds. Her Betty Buzz brand began with sparkling mixers and expanded with canned cocktails as Betty Booze. Now there are also Betty Buzz mocktails, non-alcoholic versions of the Betty Booze flavors.
Which market shifts are influencing this trend?
For a number of reasons, more people in the United States are drinking non-alcoholic beverages. Some of them are doing so for health and wellness reasons as they work to improve their health. Others are wary of the negative health implications of alcohol, following the surgeon general’s call for cautionary labels on alcoholic beverages alerting drinkers to the risk of cancer. In other cases, there are just more options for consumers, from the aforementioned non-alcoholic drinks to cannabis and cannabis-infused options.
The beverage alcohol industry is starting to see concerning numbers as a result of all of these consumer actions. Gallup’s annual poll showed that a record low number of U.S. adults drink alcohol. Only 54% of those surveyed say they consume alcohol, the lowest percentage in Gallup’s 90 years of collecting data on drinking behavior. Those who did drink alcohol said they were consuming less, according to the poll.
What is the role of data?
Data like this certainly helps inform decisions like whether a celebrity should make the jump into non-alcoholic beverages. Those who closely watch trends could see where the industry was headed – from 1997 to 2023 at least 60% of Americans polled said they drank alcohol. In 2024 that number fell to 58%.
Other numbers are starker – 53% of those surveyed say drinking in moderation (“one or two drinks a day”) is bad for one’s health. From 2001 through 2011 that number was around 25%, and it has steadily risen. In 2018 it was 28%, it was 39% in 2023, and 45% a year ago.
All of this information can help paint a picture for beverage alcohol companies, but it is also important to look at your own individual data to get the full image. Companies need a business intelligence solution that can compile data from disparate sources in order to give a comprehensive look at the industry as a whole and the more granular day-to-day business an organization is doing. That information can drive decisions such as how much to shift towards non-alcoholic beverages or where it might be better to target your efforts when it comes to alcohol sales.
What’s the next big trend? The data is likely to dictate which direction businesses – and celebrities – will go. Perhaps more celebrities will follow in Ashley McBryde’s footsteps. The country singer is opening a mocktail bar in Nashville. Whereas most bars serve alcohol and might offer a non-alcoholic drink or two, McBryde’s new venture will emphasize the non-alcoholic offerings…but it will still serve alcohol.
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