Celebrities Boost Functional Beverage Brands Amid Health Trend
A significant shift in the beverage industry is underway as more celebrities lend their names and influence to functional and alcohol-free drinks. This comes in response to growing consumer demand for healthier options that promote wellness and mindful drinking. According to Statista, this trend is part of a broader evolution within the global beverage market, where non-alcoholic drinks now generate over 867 billion euros in revenue annually.
Kendall Jenner and TRIP
Kendall Jenner has become a Global Ambassador and equity shareholder for TRIP, a brand known for its calming drinks. Founded in 2019 by Olivia Ferdi and Daniel Khoury, TRIP offers low-calorie sparkling drinks infused with magnesium and botanicals. This year, TRIP is expected to generate $200 million in revenue, marking it as the fastest-growing category among functional beverages. Its popularity has led to the expansion of its nighttime range with products like Dream Gummies and Dream Powder.
Gillian Anderson's G Spot
In 2023, actress Gillian Anderson launched G Spot, a brand offering functional drinks rich in adaptogens and nootropics. These drinks incorporate ingredients like Cordyceps and Maca to promote energy, calmness, and immunity. Heineken acquired a minority stake in the brand, and in 2025, G Spot was introduced to UK supermarkets with three SKUs.
Tom Holland and Bero
Tom Holland ventured into the beverage industry with Bero, a range of premium non-alcoholic beers launched in 2024. The brand features products like Kingston Golden Pils and Edge Hill Hazy IPA. Recently, Bero introduced a limited-edition shandy inspired by British tradition, mixing Kingston Golden Pils with lemonade and fruit flavors.
Katy Perry's De Soi
Pop star Katy Perry launched De Soi, an alcohol-free aperitif brand in 2022. De Soi combines functional ingredients with adaptogens, inspired by classic cocktails. With the recent addition of Social Spritz, a line of functional seltzers, De Soi offers consumers options for all-day enjoyment.
Ben Stiller's Stiller’s Soda
In 2025, actor Ben Stiller introduced Stiller's Soda, aiming to offer a healthier soda alternative. Launched in New York, the product line draws from the classic soda era, each can containing 30 calories and 7 grams of sugar. The brand emphasizes natural ingredients with added vitamins and has expanded with flavors like Shirley Cola.
