Celebrity drinks have long meant liquor, but that formula is undergoing real change. Non-alcoholic (NA) beverages are not niche anymore. They are growing categories, backed by shifting culture, hard data, and big brand opportunities.
I recently worked with Better Rhodes, Silent Group, and Harpoon Brewing to bring Wild AF with Charlie Sheen to life. Around the same time, Ben Stiller rolled out a soda line, and Tom Holland introduced Bero, his non-alcoholic beer. These are not small moves. They reflect deeper shifts.
Alcohol Use Is Declining. Fast.
A Gallup poll shows only 54% of U.S. adults now say they consume alcohol. That is the lowest level Gallup has ever recorded in nearly 90 years. Women have reduced alcohol consumption more sharply than men, and younger adults, especially those between 18 and 34, are drinking far less than previous generations did at the same age. Perhaps most striking, a majority of Americans now believe that even moderate drinking — just one or two drinks a day — is harmful to health. These are not marginal changes. They represent a cultural reset in how Americans view alcohol.
The Growth Numbers: Non-Alcoholic Is Getting Real
The business side of the story matches the cultural shift. In the U.S., the non-alcoholic beverages category — which includes sodas, teas, coffees, functional drinks, and flavored waters — is valued at about $170 billion in 2024 and is projected to reach nearly $247 billion by 2032. Globally, the non-alcoholic market was worth around $1.46 trillion in 2023, and it’s expected to grow to $2.18 trillion by 2030.
Drilling into specific subcategories shows the opportunity more clearly. The U.S. non-alcoholic beer market alone is worth close to $19 billion this year and is projected to climb to $34 billion by 2032, with annual growth near 8 percent. Ready-to-drink non-alcoholic cocktails and spirits alternatives are among the fastest-growing segments, with double-digit growth rates expected through 2028. Functional NA beverages, which emphasize wellness or mood support, are also pulling ahead in share and innovation.
Taken together, these numbers paint a picture of sustained momentum. What was once seen as niche has become a mainstream, high-growth opportunity.
Why These Celebrities Are Smart Picks for the Moment
The alignment between demographics and celebrity choices is striking.
Gen Z and Millennials are drinking less or choosing to alternate between alcoholic and non-alcoholic products. They value health, clarity, and social inclusion, and they are open to experimenting with new categories. Tom Holland’s Bero directly targets this audience.
Women are driving much of the decline in alcohol consumption. Celebrity products that position themselves as inclusive, flavorful, and premium — like Stiller’s soda line — are naturally well-suited to resonate here.
Middle-aged consumers are also drinking less, often for health and longevity reasons. Charlie Sheen’s Wild AF speaks to this group, which grew up with him on screen and now finds themselves open to moderation without compromise.
By anchoring their products in these shifting demographics, these celebrities are not just chasing headlines. They are tapping into the consumer groups that will shape beverage culture for the next decade.
Why This Isn’t Just Hype
A celebrity name can generate instant awareness, but attention alone doesn’t build staying power. Success in NA beverages depends on execution. The product has to taste great. The brand has to stand for more than borrowed fame. Marketing has to speak to values of health, inclusivity, and fun. And behind it all there must be the logistics to scale — warehousing, fulfillment, and distribution.
That’s where Better Rhodes comes in. We provide the system behind the launch. From concept to product development to branding and marketing to fulfillment, we help take a brand from idea to shelf. For celebrities and entrepreneurs entering the NA space, that kind of end-to-end partnership is the difference between a flash in the pan and a lasting business.
What To Watch Next
Expect more launches from athletes, musicians, and actors who see non-alcoholic as aligned with their wellness or lifestyle message.
Watch for innovation in flavors, functional ingredients, and packaging that goes beyond “alcohol minus” and builds new experiences.
Retailers and e-commerce will start carving out more dedicated NA space, normalizing these products as everyday options.
Transparency and labeling will become bigger issues, as consumers demand clarity on what “non-alcoholic” really means.
The decline in alcohol use in the U.S. is not a blip. It is part of a cultural and generational shift. Non-alcoholic beverages are no longer just a category for Dry January. They are becoming central to how people live, socialize, and enjoy flavor.
Celebrity-backed brands like Wild AF, Stiller’s soda, and Bero are arriving at exactly the right moment. They are early proof points of a broader wave. And with the right partners, the right strategy, and the right execution, these brands can lead, not just ride, the future of beverage culture.
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