Celebrities Uncork the Potential of Alcohol-Free Drinks

The alcohol-free drinks market is experiencing a surge in mainstream popularity, with a growing number of high-profile celebrities lending their names and influence to this burgeoning industry. As the demand for low and no-alcohol alternatives continues to rise, these celebrity-backed brands are helping to reshape the perception of mindful drinking and drive the category's evolution.

Unlocking the Allure of Alcohol-Free Indulgence

The Sparkling Allure of Alcohol-Free Beverages

The alcohol-free drinks market has undergone a remarkable transformation, transitioning from a niche offering to a mainstream phenomenon. Globally, no- and low-alcohol consumption across the world's leading 10 no/low markets, which account for 70% of volumes, grew by 5% in volume in 2023, with the market now worth over USbillion, according to the IWSR. This surge in popularity has attracted the attention of a star-studded crowd, with celebrities increasingly lending their names and influence to this burgeoning industry.One of the most notable examples is the launch of Della Vite Zero, a 0% sparkling French rosé, by the Delevigne sisters. This move underscores the growing appeal of alcohol-free alternatives, as consumers seek out sophisticated and indulgent options that cater to their evolving preferences. Similarly, Kylie Minogue has introduced her own alcohol-free sparkling wine, made from a blend of European grapes and green tea from the Liu-Da Mountains of Yunnan province in China.

Celebrities as Catalysts for Normalization

Celebrities have long played a significant role in influencing trends within the alcoholic drinks market, lending their star power to established brands and creating new ones. However, the non-alcoholic market presents a unique opportunity for these high-profile individuals to shape the narrative in a different way."The fact that celebs like Cara Delevigne, Lewis Hamilton and Gillian Anderson are launching brands is testament to the fact that it is no longer shameful to say you don't drink," says Laura Willoughby MBE, founder of mindful drinking movement Club Soda. "Influencers like Millie Gooch have also been incredibly influential. Never underestimate influencers of all kinds – they are essential to normalizing new things – we saw that in vegan foods and this is no different."By lending their names and endorsements to non-alcoholic offerings, celebrities are helping to make mindful drinking a more mainstream and socially acceptable choice. This normalization is crucial in breaking down the stigma that has long surrounded the decision to abstain from alcohol, paving the way for a more inclusive and diverse social landscape.

Celebrities as Ambassadors for Innovation

The involvement of celebrities in the non-alcoholic drinks market extends beyond simply lending their names to products. Many are actively investing in and developing their own alcohol-free brands, bringing a new level of innovation and creativity to the category.Game of Thrones actor Kit Harington is an investor in Pollen Projects, a company founded by Ben Branson, the creator of Seedlip and the newly unveiled Sylva non-alcoholic distillery and maturation laboratory. Meanwhile, British actor Regé-Jean Page, of Bridgerton fame, is an ambassador for Seedlip in the US."Celebrities play a similar role to alcohol trademarks in that they bring scale, reach and validation for the category," says Branson. "Versus alcohol, the level of maturity with celebrities involved in non-alcoholic drinks is right at the beginning and you can count them on one hand. But with high profile people like Lewis Hamilton and Katy Perry now involved I think we are at the beginning of a tipping point towards more celebrities backing the category with investment."This influx of celebrity involvement is not only raising awareness of the non-alcoholic drinks market but also driving innovation and diversification within the category. As these high-profile individuals lend their creativity and resources to the development of new and exciting alcohol-free offerings, they are helping to expand the range of options available to consumers and further legitimize the category as a whole.

Authenticity and Credibility: The Balancing Act

While the involvement of celebrities in the non-alcoholic drinks market can undoubtedly bring significant benefits in terms of awareness, reach, and validation, it also comes with its own set of challenges. Authenticity and credibility are crucial factors that brands must navigate carefully when partnering with high-profile individuals."Authenticity is absolutely fundamental when it comes to building a brand, whether that relates to the founder (celebrity or otherwise) and their genuine belief in and passion for the brand, or the liquid itself," says Paul Mathew, founder of non-alcoholic apéritif Everleaf. "A clear benefit of celebrity involvement in the no/low-alc category (as with any other) is awareness-raising, bringing more and more people to the category, and indeed making mindful drinking very fashionable at the moment. We just want to see that come with credible liquids that keep people positive about the category and allow it to grow in a healthy way."Brands must ensure that their celebrity partnerships are not merely superficial endorsements, but rather genuine collaborations that align with the brand's values and resonate authentically with consumers. If the personal character or actions of a celebrity ambassador are called into question, it can complicate a brand's values and undermine the trust that has been built with its audience.

The Evolving Landscape of Mindful Drinking

The growth of the non-alcoholic drinks market is intrinsically linked to the shifting expectations and priorities of modern consumers. As Laura Willoughby MBE notes, "Alcohol is part of the occasions but no longer the point of going out – and this will continue be the case. The growth of sector goes hand-in-hand with our shifting expectations of socializing, focus on health and reframing the treat moment."This evolution in consumer behavior has created a fertile ground for the non-alcoholic drinks category to thrive, with celebrities playing a crucial role in shaping and accelerating this transformation. By lending their influence and endorsement to alcohol-free offerings, these high-profile individuals are helping to normalize mindful drinking and make it a more accessible and desirable choice for a wide range of consumers.As the non-alcoholic drinks market continues to evolve and mature, the involvement of celebrities will undoubtedly remain a significant factor in its ongoing development. However, brands must navigate this landscape with care, ensuring that their partnerships are authentic, credible, and aligned with the values and aspirations of their target audience. By striking this delicate balance, the non-alcoholic drinks category can continue to grow and flourish, offering consumers a diverse and compelling range of sophisticated, indulgent, and health-conscious alternatives to traditional alcoholic beverages.