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Celebrities Are Launching Sober Drink Brands
Courtesy of Betty Booze, BERO, Happy, Stiller’s, Update, PLEZi, De Soi // Illustration by Kate Walker
A-list celebrities are launching non-alcoholic drink, soda, and coffee brands in hopes of turning them into the next tequila — at least when it comes to the money.
Why It Hits: Only 54% of Americans drink alcohol today — the lowest level in nearly 100 years — and the percentage is even lower among Gen Z. As more people embrace a sober lifestyle, there are now plenty of opportunities to serve up new brands that have the potential to become everyday fridge staples.
Behind The Cans: Can celebrities sell bubbles without the booze?
In the NA beer space, Tom Holland’s BERO almost hit $10 million in sales in its first year.
In dry cocktails, Blake Lively’s Betty Buzz mixers and mocktails have dominated retail sales for nearly five years.
In the soda space, Ben Stiller’s new health-conscious brand, Stiller’s, is expected to reach nearly $7 million in sales this year.
In coffee, Robert Downey Jr.’s Happy has expanded to 70,000 retail locations.
Last Sip: As Americans take a closer look at the negative effects of alcohol, the goal isn’t simply to stop drinking — it’s to replace it with functional beverages that can be net-positive. It’s the optimization of beverages. And there’s no better ambassador for these wellness-focused drinks than celebrities with public stories of achieving sobriety or kicking an unhealthy habit.
With research firm IWSR estimating that the US non-alcoholic beer and wine market will reach $5 billion by 2028, the gold rush is only just beginning.
Next Bottle: It’s possible that the growing popularity of functional drinks could push more parties into daylight hours. So, is the new scene… daylife?
Together with American Alternative Assets
Get Gold At Rock Bottom… While You Still Can
America’s gold is valued at $42 an ounce. The real price? Over $5,000.
The US government still values its 8,133 tonnes of gold at $42.22 per ounce — a price set in 1973. At today’s market price, that leaves a $1.3 trillion discrepancy on America’s balance sheet.
Financial experts say a revaluation is no longer a question of if — but when. And when it happens, it could trigger one of the biggest wealth shifts in a generation.
American Alternative Assets has released The Great Gold Reset — a free guide explaining why top analysts believe this revaluation is inevitable, and how everyday Americans can position their retirement savings ahead of it.
Think of it as letting the Gold Rush come to you.
The best part? If you have an IRA or 401(k), you may be able to move into physical gold tax-free.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.