Why are so many teetotal celebrities selling alcohol? Clean-living stars jumping on the lucrative booze bandwagon could lose their audience due to a lack of ‘authenticity’, insiders say
The alcohol market is bursting with offerings from A-list actors and pop stars.
But the latest batch of clean-living celebrities who have jumped on the lucrative booze bandwagon might be losing their audience due to a lack of ‘authenticity’.
George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin have done big business in the past few years, but alcoholic beverages from teetotaller Blake Lively, 35, and former non-drinker Jennifer Lopez, 53, could struggle because of the ‘deinfluencer movement’, insiders say.
On social media platforms such as TikTok, Gen Z users are trying to combat consumerism by promoting only 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 isn’t my thing,’ she wrote on Instagram when she announced the launch.
George Clooney’s Casamigos tequila and Ryan Reynolds’ Aviation gin have done big business in the past few years, but alcoholic beverages from teetotaller Blake Lively, 35, and former non-drinker Jennifer Lopez (pictured), 53, could struggle because of the ‘deinfluencer movement’, insiders say
Former Gossip Girl actress Ms Lively (pictured), who is married to Reynolds, has just launched a line of pre-mixed cocktails called Betty Booze. ‘Drinking isn’t my thing,’ she wrote on Instagram when she announced the launch
Two other celebrities – Cara Delevingne, 30, and Drew Barrymore (pictured), 48 – have both gone sober since launching alcohol brands
‘Homemade recipes. Real fruit. Real ingredients. Quality booze. No c**p. Also a real time saver. Which is why I really did it.’
Pop star Ms Lopez was forced to defend herself after she launched a range of Delola bottled cocktails. In the past, the singer has claimed her youthful appearance is due to the fact she doesn’t ‘drink or smoke or have caffeine’.
Two other celebrities – Cara Delevingne, 30, and Drew Barrymore, 48 – have both gone sober since launching alcohol brands.
Andy Barr, chief executive of PR agency 10 Yetis Digital, said: ‘The rise of the ‘deinfluencer movement’ has meant that brands that are not seen as being genuine or slightly misleading are getting criticised and trashed.’
Cara, Poppy and Chloe Delevigne launched Della Vite prosecco
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