Table of Contents
Celebrities Embrace Non-Alcoholic Beer Brands
It’s not uncommon for celebrities to endorse alcohol brands, but now they are also venturing into the world of non-alcoholic beverages. Hollywood stars like actor Charlie Sheen and comedian John Mulaney have recently announced their partnerships with non-alcoholic beer brands.
Charlie Sheen has become a founder of Wild AF Brewing, while John Mulaney has invested in Chicago-based Years. Both celebrities, who have been open about their journeys to sobriety, are positioning their products as alcohol-free alternatives that still capture the essence of traditional beer.
Wild AF Brewing and Years
Sheen, along with his agent Todd Christopher and The Silent Group, has launched Wild AF Brewing in collaboration with Boston-based Harpoon. Their debut flavor, Cold Gold, offers a classic golden-style beer with citrus and malt undertones.
On the other hand, Mulaney has joined Years, a non-alcoholic brand founded by music industry veteran Pat Corcoran. The partnership aims to bring humor and light-heartedness to the non-alcoholic beer scene, focusing on enjoyment rather than just sobriety.
Celebrity Influence in the Market
Celebrity-backed products have a track record of outperforming the market, providing consumers with a sense of trust and luxury. Timing plays a crucial role in the success of these brands, particularly in categories that are attracting new consumers seeking guidance on their purchases.
Growth of Non-Alcoholic Market
The non-alcoholic market is projected to reach $5 billion by 2028, with non-alcoholic beer driving the majority of the volume. Celebrity endorsements, including those from Tom Holland and Katy Perry, are contributing to the expansion of this segment.