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Celebrity-endorsed alcohol is nothing new. The sitcom “It’s Always Sunny in Philadelphia” once devoted an entire episode to this phenomenon, calling it “the ultimate cash grab.” But now that non-alcoholic beverages are on the rise, Hollywood is getting in on the act.
Actor Charlie Sheen and comedian John Mulaney are the latest celebrities to announce relationships with non-alcoholic beer brands. Sheen is Founder of Wild AF Brewingwhile Mulaney took over. Chicago based year.
As Americans adjust their ratings, celebrities are entering the category. alcohol consumptionI quit drinking completely. Sheen and Mulaney, who have publicly spoken about their sobriety and the time they spent in rehab, are positioning their respective products as non-alcoholic alternatives that taste like traditional beer.
“The story doesn’t end once you reach the bottom of the page,” Sheen said in a statement announcing the release of Wild AF. “Mine found another gear eight years ago when I quit drinking and switched to non-alcoholic beer. There was a lot of choice but poor quality. I decided to change everything and made my own beer.”
Sheen launched Wild AF with longtime agent Todd Christopher and The Silent Group, a brand-building firm focused on consumer products. Brewed by Boston-based Harpoon, the beer debuts in one flavor: Cold Gold, a classic golden-style beer with notes of citrus and malt.
Meanwhile, Mulaney became co-owner of Years, a non-alcoholic brand launched in May 2024 by music industry veteran and No Fine Print Wine founder Pat Corcoran. The partnership with Mulaney is intended to bring levity to “a space that can often feel stigmatized” by not only focusing on moderation but also adding humor and fun to non-alcoholic beers.
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In addition to becoming a co-owner, Mulaney will serve as a spokesperson for the brand and participate in its first creative campaign. Year is available throughout the Midwest, West Coast, and Texas, with plans for further expansion. There are three varieties available: Pilsner, Pale Ale, and Wittbier, the latter of which will be released soon.
The hype around celebrity-endorsed products isn’t unfounded. It is said that famous brands tend to outperform the overall market. Data from IWSRgiving When consumers buy something new, they gain a level of trust and a sense of affordable luxury.
But the success of famous brands is largely about timing. According to IWSR, they are most successful in categories that are starting to attract many new consumers who are often looking for guidance on what to buy.
This trend bodes well for the success of celebrity-endorsed non-alcoholic brands. The non-alcohol market is expected to have the following values: $5 billion by 2028According to IWSR, non-alcoholic beer is the main sales driver.
The celebrity-sponsored non-alcoholic beverage category is becoming more crowded. Mulaney and Sheen are joined in space by “Spider-Man” star Tom Holland. The company launched Bero last year. Pop musician Katy Perry co-founded De Soi, which offers non-alcoholic spritzers, in 2022.
