Celebs have long invested in booze brands, from Casamigos Tequila by George Clooney and Rande Gerber (sold to Diageo for a whopping $1bn) to Aviation American Gin from Ryan Reynolds (now the signature serve on British Airways, no less) and Porte Noire Rosé Wine by Idris Elba, but now a whole crop of A-listers are tapping into the non-alcoholic trend.
Well, it was only a matter of time. According to a report by market researcher Mintel the booze-free market in the UK was worth a total of £255m in 2022, so it’s easy to see why everyone who’s anyone is jumping on the bandwagon (to varying degrees of success, admittedly).
