Celebrities are no strangers to endorsing products, and the latest trend seems to be nonalcoholic beverages. Hollywood stars like Charlie Sheen and John Mulaney have recently announced their involvement with nonalcoholic beer brands, tapping into a growing market of consumers who are looking for alcohol-free alternatives.
Sheen, known for his roles in various movies and TV shows, has become a founder of Wild AF Brewing, a nonalcoholic beer brand that aims to provide high-quality options for those who are sober or looking to cut back on alcohol consumption. On the other hand, Mulaney, a popular comedian, has partnered with Years, a Chicago-based nonalcoholic beer brand, to bring humor and fun to the category without focusing solely on sobriety.
Both Sheen and Mulaney have publicly addressed their struggles with alcohol and sobriety, making their involvement in nonalcoholic beverages particularly meaningful. Sheen’s Wild AF Brewing offers a classic golden-style beer called Cold Gold, brewed by Harpoon in Boston, while Years provides a range of varieties including pilsner, pale ale, and witbier.
The success of celebrity-backed products is well-documented, with celebrity brands often outperforming the overall market. Consumers tend to trust celebrity endorsements, seeing them as a sign of quality and luxury. This trend is especially true in categories that are attracting new consumers, who may be looking for guidance on what to purchase.
In the case of nonalcoholic beverages, the market is expected to grow significantly in the coming years, with nonalcoholic beer leading the way. With celebrities like Sheen, Mulaney, Tom Holland, and Katy Perry endorsing nonalcoholic brands, the competition in this space is heating up. As more consumers seek healthier and alcohol-free options, celebrity-backed nonalcoholic beverages are poised to make a significant impact on the market.
