Alcohol-Free is Gaining Traction as Celebrities Launch Their Own Nonalcoholic Beverage Brands

In recent years, the non-alcoholic drink sector has seen continuous growth in popularity. In fact, in a Fior Markets report published in early 2021, the industry was forecasted to grow by a compound annual growth rate of 8.19% between the years 2021 and 2028, starting at less than 1 billion USD and increasing to a whopping 1732 billion USD by 2028! According to a food and beverage data group, Tastewise, online searches and restaurant mentions of non-alcoholic drinks also increased in 2021 by approximately 50% from the previous year [1].

There are many speculations about the reasoning behind this growth, such as increasing priority being paid to health and wellness and the influence of sober/sober curious figures on social media. But whatever the reasoning, it is clear that celebrities have caught on to the trend, as a few key players have very recently launched their own alcohol-free drink brands and started investing in the industry. 

Bella Hadid

Sober supermodel Bella Hadid (@bellahadid) can be seen sipping on a glass of something pink in an Instagram photo posted on December 13th. When you check the tag, you will discover her glass is full of Kin Euphorics: a nonalcoholic, braincare beverage co-founded by Jen Batchelora and Bella herself. Kin’s drinks come in the form of both bottled spirits and pre-mixed cans, both of which are intended to produce feel-good vibes.

Blake Lively

Actress Blake Lively (@blakelively) introduced her new non-alcoholic drink in an Instagram post on September 23rd. Her new beverage line, called Betty Buzz, is marketed to be used as either a mixer or enjoyed on its own. Blake, as a non-drinker herself, can be seen enjoying the product without any additives. In 2012, Blake shared “I don’t drink because I don’t like the effects of alcohol, but I like being a part of it.” [2] And with Betty Buzz, you can feel like a part of the fun without the alcohol too!  

KATY PERRY

Singer Katy Perry (@katyperry) recently launched a line of non-alcoholic aperitifs called De Soi with co-founder Morgan McLachlan of Amass Botanicals. This new product was made available for the first time on January 3rd this year, just in time for Dry January. Katy can be seen posting on Instagram on February 1st, encouraging her fans to roll Dry January “into a Fabulous February” and give De Soi a try. The new drink currently comes in three flavours: Champignon Dreams, Golden Hour and Purple Lune, Katy’s personal favourite. 

Luann de Lesseps (RHONY)

In December of 2021, a new alcohol-free sparkling rosé launched called Fosé . The brand was created by Luann de Lesseps (@countessluann) of The Real Housewives of New York City in an effort to “help take away the stigma of making the choice not to drink,” [3] she said. The product was designed to fill a void that her and her daughter, Victoria de Lesseps, found when navigating social scenarios as non-drinkers – something they actually wanted to drink that wasn’t full of sugar and calories. Thus, Fosé rosé was created: a sparkling, flavourful mimic of rosé with low calories and added euphorics. 

As many of these new celebrity-backed alcohol-free brands were launched in the last six months, one can imagine that the nonalcoholic industry will continue to grow exponentially in the near future. Unfortunately, since these brands are still in their infancy, most of them are not yet available in Canada. However, if you’d like to check out a selection of non-alcoholic drinks that are available in Canada, check out our guide for buying AF in Canada.