January is a month often dedicated to abstaining from alcohol. As it comes to a close, let’s look at an intriguing trend in the beverage industry: celebrities launching alcohol-free brands. This phenomenon isn't just a fleeting New Year's resolution but a signifier of a broader cultural shift towards mindful consumption.
Recent studies conducted by Alcohol Change UK, the organisation responsible for Dry January®, have shown that among UK adults who consume alcohol, 30% of men and 26% of women are aiming to decrease their alcohol intake in 2024.
Indeed there has been a clear warning from industry body, The British Beer and Pub Association (BBPA) suggesting that pubs need to swiftly adjust by offering a wider range of low-alcohol or non-alcoholic (“lo-no”) beverages and opening more frequently to provide a warm and inviting space for all community groups.
Is this inclination towards reduced alcohol consumption a reflection of a genuine interest in health, or simply a fleeting trend? As sales in UK pubs and bars are reportedly down by at least 7% (CGA Market Research) it seems more people might be switching to Dry January than ever before - be that through choice, economic pressures or indeed a greater selection of alcohol-free brands.
The Sober Curious Wave
The 'sober curious' movement has gained momentum, particularly among younger generations. It's driven by a growing awareness of alcohol's effects on health and well-being. Celebrities, often at the forefront of cultural trends, have been instrumental in amplifying this shift, moving beyond endorsements to actively creating non-alcoholic brands.
Several celebrities have ventured into the realm of alcohol-free beverages, each bringing their unique flair to the industry, including:
Bella Hadid, Co-Founder, Kin Euphorics:
Supermodel Bella Hadid co-founded Kin Euphorics with Jen Batchelor with a focus on energy-transforming ingredients. The brand offers a range of non-alcoholic, adaptogen-infused beverages aimed at wellness-conscious consumers. Kin Euphorics emphasises holistic health and social enjoyment without alcohol.
Blake Lively, Founder, Betty Buzz:
Actress Blake Lively has launched Betty Buzz, a line of non-alcoholic, mixable sparkling beverages. Lively's is actively engaged in the development of flavour, emphasising quality and taste of the brand committed to developing products with high-quality ingredients and that are vegan kosher friendly .
These and other celebrities including Rosario Dawson (Cann) and Katy Perry (De Soi) are not just lending their names but claim involvement in product development and branding, implying a commitment to the sober curious ideology.
The Industry Ripple Effect
Celebrity involvement in non-alcoholic beverages has brought newfound attention and innovation to the industry. These brands often collaborate with bars and restaurants, reflecting a broader acceptance and demand for alcohol-free options in social settings.
While skeptics may view this as a temporary trend, others believe it is part of a larger shift towards mindful consumption. These brands don't just sell products; they promote a lifestyle aligned with health, wellness, and conscious choices.
Despite growing interest, non-alcoholic brands face challenges, such as overcoming social stigma and competing in a market dominated by alcoholic beverages. However, the increasing celebrity involvement and consumer interest suggest a promising future for this sector. As this sector continues to grow, it will be interesting to see its impact on the beverage industry and social norms.
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January 31, 2024 at 06:24PM
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Embracing Sobriety: Celebrities Spearhead Alcohol-Free Brands In A Billion Dollar Market - Forbes
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