31-07-2025
Zero-proof drinks are big business: 8 celebrity-backed non-alcoholic beverages
2. Bella Hadid – Kin Euphorics
Kin Euphorics, helmed by CEO Jen Batchelor, originally launched in 2018 with Bella Hadid joining as co-founder and chief innovation officer in 2021. The brand moves beyond the typical mocktail by delivering 'functional' zero-proof drinks designed to support wellness. Expect adaptogens and nootropics in every can—Kin has become a leading name for those keen to drink non-alcoholic without sacrificing complexity or flavour. 3. Katy Perry – De Soi
De Soi debuted in January 2022 just in time for that year's Dry January. Katy Perry's brand reimagines aperitifs for the sober set, bringing a sophisticated, European sensibility to the growing market for zero-proof spritzes. Each bottle features botanical blends, offering an intriguing, non-alcoholic pour that doesn't patronise grown-up palates. 4. Tom Holland – Bero
Launched in October 2024, Bero offers a fresh take on non-alcoholic beer. Tom Holland sidesteps the clichés of celebrity-owned brews with a brand appealing to a new generation of drinkers. This crisp and refreshing brew features carefully balanced malt and hop profiles that deliver the complexity and satisfaction of traditional beer, without the alcohol content. The brand's marketing strategy focuses on cultural relevance and inclusivity, positioning zero-proof choices as bold and aspirational. 5. Luann de Lesseps – Fosé
Fosé arrived in 2021 and became more widely available by 2022. Real Houswife Luann de Lesseps' non-alcoholic wine alternative targets those who refuse to abandon the ritual of the glass. It delivers all the occasion, none of the after-effects, proving zero-proof options can hold their own. 6. Lewis Hamilton – Almave
Lewis Hamilton brought Almave to market in late October 2023 as a premium non-alcoholic tequila alternative that captures the authentic essence of blue agave from Jalisco, Mexico. The brand offers two expressions—Ámbar, a sipping spirit with rich, layered agave notes, and Blanco, a cleaner profile suited for cocktails—crafted without alcohol through a specialized distillation process. 7. Bethenny Frankel – Mingle Mocktails
Founded in 2017, Mingle Mocktails grew into a prominent zero-proof brand with Bethenny Frankel's involvement starting in recent years. Her business acumen drives the brand's inclusive spirit. These ready-to-drink non-alcoholic cocktails serve anyone—sober or not—a reason to forgo the booze. 8. Jack Harlow – Phocus
Phocus launched in October 2017 but saw a significant relaunch with Jack Harlow as co-owner and ambassador in 2023. A caffeinated sparkling water, it's marketed as a functional, zero-proof beverage for those avoiding sugar and spirits alike, without fitting neatly into traditional mocktail categories.
