Beverages: Move Over Tequila. There’s a New Celebrity Alcohol Trend
- InsightTrendsWorld
- Mar 27
- 8 min read
Why is the topic trending?
Shift Away from Tequila: The article highlights a significant change in the celebrity alcohol market, with less focus on tequila and more on ready-to-drink (RTD) cocktails and non-alcoholic beverages. This shift is noteworthy as celebrity tequila brands were a major trend for over a decade.
Celebrity Involvement in New Categories: The success of celebrities like Kylie Jenner and Hailee Steinfeld in the RTD category is attracting attention and indicating a new direction for celebrity alcohol ventures.
Struggling Spirits Category: The article mentions that the overall spirits category has been struggling, making the success in other alcohol segments more significant.
Overview:
The article discusses a shift in the celebrity alcohol industry. For the past decade, celebrity-backed alcohol brands, particularly in the tequila category, have been popular. However, the overall spirits market has recently struggled. As a result, there's a noticeable slowdown in new celebrity spirit launches. Instead, the focus is shifting towards the ready-to-drink (RTD) cocktail category, with celebrities like Kylie Jenner and Hailee Steinfeld finding success with their canned cocktail brands. Additionally, the non-alcoholic beverage space is emerging as another area of interest for celebrities, with figures like Tom Holland and Katy Perry launching non-alcoholic brands. Industry experts believe this trend will continue as celebrities look for smart investments in categories with strong growth potential. The key to success in the celebrity alcohol market, regardless of the category, remains having a good product and a genuine connection between the celebrity and the brand.
Detailed Findings:
Past Dominance of Celebrity Tequila: For the last 10-15 years, celebrity alcohol ventures were heavily concentrated in spirits, especially tequila, driven by the category's booming growth. Notable examples include George Clooney's Casamigos, Kendall Jenner's 818, and Matthew McConaughey's Pantalones.
Struggling Spirits Market: Over the past 24 months, the overall spirits industry has faced significant challenges, impacting the growth of even celebrity brands within this category.1 Celebrity tequila growth, for instance, shrank from 40% (2022-2023) to 16% (2023-2024 implied).
Shift to Ready-to-Drink (RTD): Most new celebrity alcohol activity has moved to the RTD category, which is predicted to grow by 6% from 2023 to 2028. Early adopters include Miles Teller (investor in The Finnish Long Drink), followed by recent launches from Kylie Jenner (Sprinter) and Hailee Steinfeld (Angel Margarita).
Sophistication in RTD: The RTD space is evolving beyond basic spiked seltzers and flavored malt beverages, with consumers demanding higher quality ingredients, flavors, engaging design, and a lifestyle story.
Emerging Non-Alcoholic Space: The non-alcoholic beverage market is also gaining traction, with experts predicting a significant expansion (over $4 billion by 2028). Celebrities like Tom Holland (Bero), Katy Perry (De Soi), and Blake Lively (Betty Buzz) have already entered this category.
Key Factors for Success: According to industry data, a successful celebrity alcohol brand requires a good quality product and a strong, authentic relationship between the celebrity and the brand. Celebrities need to be involved for the long term, beyond just the initial launch, and consumers can quickly identify purely commercial motivations.
Key Takeaway:
The celebrity alcohol market is undergoing a significant shift, with a slowdown in new spirit launches, particularly tequila, and a growing focus on the ready-to-drink (RTD) cocktail and non-alcoholic beverage categories, driven by changing market dynamics and consumer preferences for quality and authenticity.
Main Trend:
The Diversification of Celebrity Alcohol Ventures
Description of the Trend (The Diversification of Celebrity Alcohol Ventures):
This trend marks a move away from the previously dominant focus on celebrity-backed spirit brands, primarily tequila, towards a broader range of alcohol categories. Celebrities are increasingly launching or investing in ready-to-drink (RTD) cocktails and non-alcoholic beverages. This diversification is influenced by factors such as a struggling spirits market, the strong projected growth of the RTD and non-alcoholic sectors, and evolving consumer preferences for convenience, quality ingredients, and healthier options.
What is Consumer Motivation?
Consumers are motivated by:
Trust and Familiarity: The endorsement of a celebrity they admire can influence their purchasing decisions.
Curiosity and Novelty: Trying a product associated with a famous person can be appealing.
Convenience: RTD cocktails offer a convenient way to enjoy alcoholic beverages without mixing.
Health Consciousness: The growing interest in non-alcoholic options caters to consumers seeking healthier alternatives.
Perceived Quality and Lifestyle: Consumers may associate celebrity brands with a certain level of quality or lifestyle, especially if the celebrity's image aligns with the product.
What is Driving the Trend?
Shifting Market Dynamics: The slowdown in the spirits market is prompting celebrities to explore other potentially more lucrative categories.
Growth Potential of RTD and Non-Alcoholic: The strong projected growth in these sectors makes them attractive investment opportunities for celebrities and businesspeople.
Evolving Consumer Preferences: Increasing demand for convenient, high-quality RTD options and the rising popularity of non-alcoholic beverages are influencing celebrity ventures.
Celebrity as Businesspeople: Celebrities are increasingly viewing their brand as a business and are looking for smart investments in growth areas.
What is Motivation Beyond the Trend?
Beyond the immediate drivers, motivations might include:
Aspiring to a Certain Lifestyle: Consumers might purchase celebrity-endorsed products to feel connected to the celebrity's lifestyle or image.
Seeking Enjoyment and Social Connection: Both alcoholic and non-alcoholic beverages are often associated with social gatherings and enjoyment.
Description of Consumers Article is Referring To:
The article refers to a broad range of consumers who purchase alcoholic and non-alcoholic beverages. It highlights the following:
General Alcohol Consumers: Those who have driven the popularity of celebrity spirits like tequila in the past.
RTD Consumers: Consumers looking for convenient and high-quality pre-mixed cocktails. The article suggests this segment is demanding "flavor integrity, real ingredients, engaging design and a lifestyle story."
Health-Conscious Consumers: Individuals who are increasingly interested in non-alcoholic beverages as healthier alternatives.
Conclusions:
The celebrity alcohol market is adapting to changing consumer preferences and market conditions. The era of tequila dominance may be waning, with a new wave of celebrity-backed RTD cocktail and non-alcoholic brands emerging. The key to success for these ventures will be the quality of the product and the authenticity of the celebrity's involvement.
Implications for Brands:
Consider Diversification: Brands already in the alcohol market might consider expanding into the RTD and non-alcoholic categories to capitalize on growth.
Focus on Quality: The importance of a good product is paramount, regardless of celebrity endorsement.
Authenticity Matters: Consumers are discerning and can identify inauthentic celebrity partnerships.
RTD is More Than Just Convenience: The RTD market demands sophisticated flavors, quality ingredients, and appealing branding.
Non-Alcoholic is a Viable Market: The non-alcoholic space offers significant growth potential for both existing and new brands.
Implication for Society:
Normalization of Non-Alcoholic Options: The entry of celebrities into the non-alcoholic space could further normalize and destigmatize these beverages.
Influence on Consumption Habits: Celebrity endorsements can significantly impact consumer choices and potentially shift overall alcohol consumption trends.
Implications for Consumers:
More Variety in RTD Cocktails: Consumers can expect a wider range of sophisticated and flavorful canned cocktail options.
Increased Availability of Non-Alcoholic Choices: The market for non-alcoholic beverages is likely to expand with more celebrity-backed options.
Potential for Higher Quality Products: Increased competition and consumer demand for quality could lead to better products across the board.
Implication for Future:
The future of celebrity alcohol brands will likely be characterized by:
Continued Growth of RTD: The ready-to-drink category will likely continue its upward trajectory.
Expansion of Non-Alcoholic Offerings: More celebrities and established brands will likely enter the non-alcoholic space.
Focus on Authenticity and Long-Term Involvement: Successful celebrity brands will require genuine celebrity engagement beyond initial launches.
Innovation in Flavors and Ingredients: Expect ongoing innovation in both the alcoholic and non-alcoholic beverage categories.
Consumer Trend:
Convenient and Quality Ready-to-Drink (RTD) Consumption: Consumers are increasingly seeking out high-quality, flavorful, and conveniently packaged ready-to-drink alcoholic beverages that go beyond basic options.
Consumer Sub Trend:
Mindful Drinking and the Rise of Non-Alcoholic Alternatives: There's a growing consumer interest in reducing or eliminating alcohol consumption, leading to a demand for sophisticated and appealing non-alcoholic beverages.
Big Social Trend:
Celebrity Influence on Consumer Culture: Celebrities continue to wield significant influence over consumer trends and purchasing decisions across various industries, including food and beverage.
Worldwide Social Trend:
Global Shift Towards Convenience in Beverages: The demand for convenient beverage options, such as ready-to-drink formats, is a global phenomenon.
Social Drive:
Seeking Enjoyment and Social Connection with Evolving Preferences: Consumers want to enjoy beverages in social settings, but their preferences are evolving towards convenience, quality, and healthier options.
Learnings for Brands to Use in 2025:
Explore the RTD Market: If not already involved, consider developing high-quality and innovative ready-to-drink cocktail offerings.
Recognize the Potential of Non-Alcoholic: Investigate opportunities within the non-alcoholic beverage space, catering to the growing mindful drinking trend.
Focus on Product Quality Over Just Celebrity Endorsement: Ensure the product itself is excellent to sustain long-term success.
Emphasize Authenticity in Collaborations: If partnering with a celebrity, ensure a genuine connection between the celebrity and the brand.
Strategy Recommendations for Brands to Follow in 2025:
Develop Premium RTD Cocktail Lines: Create ready-to-drink options with high-quality ingredients and unique flavor profiles.
Introduce Sophisticated Non-Alcoholic Beverages: Offer non-alcoholic alternatives that are flavorful and appealing beyond just basic substitutes.
Seek Authentic Celebrity Partnerships: Collaborate with celebrities who genuinely align with the brand's values and product.
Invest in Engaging Branding and Packaging for RTD: Focus on visually appealing and convenient packaging that resonates with consumers.
Final Sentence (key concept) describing main trend from article:
The celebrity alcohol market is currently undergoing a diversification with a growing emphasis on the ready-to-drink and non-alcoholic categories as the tequila boom cools down.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands should recognize the shifting landscape of the celebrity alcohol market and explore opportunities beyond traditional spirits. This involves investing in the development of high-quality and innovative ready-to-drink cocktails that meet consumer demands for flavor and convenience. Furthermore, the rapidly expanding non-alcoholic beverage sector presents a significant opportunity for brands to tap into the growing trend of mindful drinking. When considering celebrity endorsements, authenticity and a genuine connection between the celebrity and the product are crucial for long-term success. By strategically diversifying their offerings and focusing on quality and authentic partnerships, brands can effectively benefit from the evolving trends in the celebrity alcohol market in 2025.
Final Note:
Core Trend:
Name: Diversification of Celebrity Alcohol Ventures
Detailed Description: A shift from a primary focus on celebrity-backed spirits, especially tequila, towards increased activity in the ready-to-drink (RTD) cocktail and non-alcoholic beverage categories.
Core Strategy:
Name: Embrace RTD and Non-Alcoholic Innovation
Detailed Description: Brands should prioritize the development and marketing of high-quality, innovative products within the ready-to-drink and non-alcoholic beverage sectors to capitalize on their strong growth potential.
Core Industry Trend:
Name: RTD and Non-Alcoholic Market Expansion
Detailed Description: The ready-to-drink cocktail and non-alcoholic beverage markets are experiencing significant growth, attracting both established brands and new celebrity ventures.
Core Consumer Motivation:
Name: Demand for Convenience, Quality, and Healthier Options
Detailed Description: Consumers are increasingly seeking convenient, high-quality ready-to-drink alcoholic beverages and appealing non-alcoholic alternatives driven by health-conscious choices.
Core Trend Detailed:
The Diversification of Celebrity Alcohol Ventures: This core trend signifies a significant evolution in the celebrity alcohol market, moving beyond the previously dominant focus on premium spirits, particularly tequila. For over a decade, the allure of high-end spirits, often associated with luxury and craftsmanship, drew numerous celebrities to launch their own tequila brands, capitalizing on the category's impressive growth. However, the current market landscape is shifting. The overall spirits industry is facing headwinds, and the explosive growth of celebrity tequila has begun to moderate. In response, celebrities and their business partners are strategically diversifying their investments into other alcohol categories that show strong growth potential and align with evolving consumer preferences. The ready-to-drink (RTD) cocktail market is experiencing a surge in popularity, driven by consumers seeking convenient, flavorful, and often more sessionable beverage options. This has led to a wave of celebrity-backed canned cocktail brands, emphasizing quality ingredients and appealing branding. Simultaneously, the non-alcoholic beverage sector is rapidly expanding, fueled by a growing trend towards mindful drinking and health-conscious lifestyles. Celebrities who may not consume alcohol or who wish to tap into this burgeoning market are launching sophisticated non-alcoholic alternatives. This diversification reflects a more pragmatic approach to business, with celebrities and investors looking for opportunities in categories with robust growth forecasts and strong consumer demand. It also indicates a broadening understanding of consumer preferences, acknowledging the appeal of convenience and healthier options alongside traditional spirits.
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