Why are so many teetotal celebrities selling alcohol?
Why do so many teetotalers sell alcohol? Clean-living stars who jump on the lucrative booze bandwagon could lose audiences due to lack of ‘authenticity,’ say insiders
The alcohol market is bursting with offerings from A-list actors and pop stars.
But the latest crop of clean-living celebrities who have jumped on the lucrative booze bandwagon may be losing their audience due to a lack of “authenticity.”
George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin have been doing big business in recent years, but alcoholic beverages from teetotaler Blake Lively, 35, and former non-drinker Jennifer Lopez, 53, could struggle because of the ‘deinfluencer movement’ , insiders say.
On social media platforms like TikTok, Gen Z users try to fight consumerism by only promoting products that are considered genuine in their marketing and advertising.
Former Gossip Girl actress Ms Lively, who is married to Reynolds, has just launched a line of pre-mixed cocktails called Betty Booze. “Drinking is not my thing,” she wrote on Instagram announcing the launch.
George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin have done big business in recent years, but alcoholic beverages from teetotaler Blake Lively, 35, and former non-drinker Jennifer Lopez (pictured), 53, could struggle because of the “deinfluencer” movement, say insiders
Former Gossip Girl actress Ms Lively (pictured), who is married to Reynolds, has just launched a line of premixed cocktails called Betty Booze. “Drinking is not my thing,” she wrote on Instagram announcing the launch
Two other celebrities – Cara Delevingne, 30, and Drew Barrymore (pictured), 48 – have both gotten sober since launching alcohol brands
Homemade recipes. Real fruits. Real ingredients. Quality drink. No p**p. Also a real time saver. That’s why I really did it.’
Pop star Ms Lopez had to defend herself after she launched a series of Delola cocktails. In the past, the singer claimed that her youthful appearance is due to the fact that she doesn’t “drink or smoke and don’t use caffeine.”
Two other celebrities — Cara Delevingne, 30, and Drew Barrymore, 48 — have both gotten sober since launching alcohol brands.
Andy Barr, CEO of public relations firm 10 Yetis Digital, said: “The rise of the ‘de-influencer movement’ has led to brands that are perceived as inauthentic or slightly misleading being criticized and vandalized.”
Cara, Poppy and Chloe Delevigne launched Della Vite prosecco