Remember when every celebrity with a publicist and a good story was launching a tequila brand? George Clooney did it (Casamigos). Ryan Reynolds did it (Aviation Gin). Dwayne Johnson did it (Teremana). The celeb tequila era was its own whole chapter in the pop culture history books.
Well, the plot has officially thickened.
The newest celebrity beverage flex is going in the opposite direction. A growing roster of A-listers, rock legends, and household names who are sober, in long-term recovery, or simply done with alcohol are launching non-alcoholic drink brands. And not as a quiet side project. As a full identity statement.
We’ve been watching this space closely (it’s literally our job), and the list of celeb NA brands you can actually purchase has gotten long enough to warrant its own curated guide. So here it is. The full list, organized by category, with notes on how each celebrity identifies and where to shop.
A Quick Note on How We Talk About This
Not everyone on this list is in recovery. Some are sober by identity, some are sober-curious, and some just don’t drink and didn’t make a big announcement about it. We’ve noted each person’s relationship to alcohol where it’s been shared publicly, because context matters here. This isn’t about policing labels. It’s about celebrating the fact that some very famous humans are putting real money and real effort into the NA space.
And that’s worth a toast. A zero-proof one, obviously.
The Beer Aisle
BERO | Tom Holland Tom Holland is one of the most publicly sober young celebrities working right now. Spider-Man himself has talked openly about his decision to get sober, and BERO (short for “be zero”) is the brand he built from that conviction. The lineup includes three styles: Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat. It’s a real craft operation, not just a name slapped on a can. BERO is available in the US and worth putting in your regular rotation. #ADDTOCART: getbero.com
Wild AF Brewing | Charlie Sheen Eight years sober and absolutely nobody is more surprised than the rest of us. Charlie Sheen launched Wild AF Brewing in partnership with Harpoon Brewery, and the debut release, Cold Gold, is a crisp 68-calorie golden lager that makes “the ultimate ballpark beer without the booze” claim and mostly backs it up. Sheen said he’d tried everything in the NA category and found it lacking. So he made his own. That’s a very Charlie Sheen way to solve a problem, and honestly? We respect it. #ADDTOCART: wildafbrewing.com
Crazy Mountain | George Clooney, Rande Gerber & Mike Meldman Fair disclosure: this is a lifestyle play, not a recovery story. The team behind Casamigos didn’t pivot to NA because they got sober. They pivoted because they read the room and the room is increasingly requesting a cold one that doesn’t come with a morning-after bill. Crazy Mountain comes in Original and Lime, 65 calories per can, and is made using a process that keeps it alcohol-free from the start rather than stripping alcohol out after the fact. Rolling out across US markets in 2026. Full Yellowstone energy. Very few complaints. #ADDTOCART: crazymountain.com
Heaps Normal | Robbie Williams (Creative Collaborator) Robbie Williams didn’t found Heaps Normal, but he loved it enough to invest in it and join as a creative collaborator, which in this context counts. The Australian NA beer brand launched in 2020 and has been expanding globally, including a soft launch in the UK. Williams has been open about sobriety being part of his life and sees the partnership as personal, not just a business deal. The lineup includes Quiet XPA, Half Day Hazy, Another Lager, and more. #ADDTOCART: heapsnormal.com #ADDTOCART: The Zero Proof and get 10% off
The Spirits Cabinet
Trejo’s Spirits | Danny Trejo Danny Trejo has been sober for more than 50 years, built an entire restaurant empire in LA, dedicated his cookbook to the recovery community, and then launched a full non-alcoholic spirits line. Trejo’s Spirits includes a zero-proof tequila alternative, gin, and whiskey, all 100% alcohol-free and vegan. The NA tequila won a Gold Medal at the International Non-Alcohol Competition, which is the kind of receipts that matter. If you’re in Los Angeles, you can also try his mocktails at any of his Trejo’s Tacos locations. #ADDTOCART: trejosspirits.com #ADDTOCART: The Zero Proof and get 10% off
Almave | Lewis Hamilton Formula One’s most decorated driver doesn’t make a big thing about not drinking, but he co-founded a premium non-alcoholic blue agave spirit with master distiller Iván Saldaña, and Almave is now available in 10 global markets including the US and UK. It comes in two expressions: Ámbar for sipping, Blanco for mixing. Pernod Ricard took a minority stake in 2024, which tells you everything you need to know about how seriously the industry is taking this one. #ADDTOCART: almave.com
De Soi | Katy Perry Katy Perry co-founded De Soi in 2022 as a functional, sober-curious aperitif brand. She has been candid about pulling back from alcohol as part of her wellness lifestyle, though she doesn’t identify as sober or in recovery. De Soi uses adaptogens and botanicals to create the “winding down” feeling of an evening glass of wine, without the alcohol. The flavor profiles are genuinely creative, layering things like yuzu, rosemary, lemongrass, and reishi mushroom. #ADDTOCART: drinkdesoi.com #ADDTOCART: The Zero Proof and get 10% off
Sex, Drugs, Rock & Dry | Alice Cooper x WhistlePig Yes, this is a real product and yes, the name is everything. Alice Cooper, a longtime member of the recovery community, collaborated with WhistlePig to create a non-alcoholic Old Fashioned RTD made with NA rye whiskey, barrel-aged maple syrup, and adaptogens including cordyceps and Schisandra berry. It retails at $49.99 per bottle and it is aggressively, unapologetically Alice Cooper. A collab rather than his own standalone brand, but the recovery identity behind it is genuine. #ADDTOCART: The Zero Proof and get 10% off
The Functional & Adaptogen Lane
Kin Euphorics | Bella Hadid Bella Hadid has been open about her sobriety journey and co-founded Kin Euphorics with entrepreneur Jen Batchelor. The brand combines adaptogens, nootropics, and botanicals to create what they call a “euphoric” social experience without alcohol. The lineup includes Kin Spritz, Kin Bloom, and more. It’s one of the earlier celebrity NA brand plays, launching in 2018, and it’s held up. Available at Target, Whole Foods, Sprouts, and online. #ADDTOCART: kineuphoric.com
The Sparkling & Wine Category
Della Vite Zero | Cara Delevingne has been public about her sobriety and co-owns Della Vite with her sisters Poppy and Chloe, a prosecco brand. Della Vite Zero, the non-alcoholic extension, launched more recently and brings the same premium aesthetic to the 0% category. It’s made using a de-alcoholization process designed to keep the flavor complexity intact. US availability is still limited, but it’s worth hunting down. #ADDTOCART: dellavite.com
Elton John Zero Blanc de Blancs | Elton John has been sober since 1990. He and his husband David Furnish launched Elton John Zero in January 2026 because, as Furnish put it, they love to entertain and nothing they found in the 0% space felt celebratory enough for the moments that actually call for a toast. The result is a non-alcoholic Blanc de Blancs made from cool-climate Chardonnay using a fermentation process that never produces alcohol in the first place. It’s priced at £10, which is Elton saying his fans deserve access, not just a pretty bottle on a shelf they can’t afford. Currently UK-only (Sainsbury’s), but US expansion is expected. #ADDTOCART: eltonjohnzero.com (UK) | Keep an eye on this one, US readers
Betty Buzz | Blake Lively Blake Lively doesn’t drink and built Betty Buzz, a premium line of non-alcoholic sparkling sodas and mixers made from clean ingredients, in 2021. (TSC has covered Betty Buzz before and still considers the Ginger Beer a go-to.) Full transparency: Lively later launched Betty Booze, an alcoholic extension that caused real conversation in the sober community. Betty Buzz itself remains fully NA and worth keeping in your fridge. #ADDTOCART: bettybuzz.com
Honorable sober SHOUT-OUT: Ben Stiller recently launched Stillers Soda and we’re not mad about it. #ADDTOCART on Amazon Wait, but is Ben Stiller sober? Based on recent reports, Ben Stiller is not only reportedly sober but has entered the non-alcoholic beverage market, launching a non-alcoholic drink brand. He has openly discussed his family’s history with addiction, specifically his mother’s struggles with alcoholism, and has focused on his mental health and wellness. This just makes me want to #ADDTOCART even faster. Learn more at stillerssoda.com (Fun fact, you can even find it at Target!)
The Bottom Line
Five years ago, the celebrity beverage world was almost entirely about who could launch the cleanest-looking tequila bottle. Today, some of the most interesting celebrity brand plays in the drink space are alcohol-free. And the people behind them range from 50-year recovery veterans like Danny Trejo to newly public about their sobriety like Tom Holland to lifestyle-forward non-drinkers like Lewis Hamilton.
The NA market is growing fast. The celebrity stamp of approval is accelerating it further. And for those of us who already live this life, it’s kind of wild to watch the mainstream slowly catch up.
We’ve been here. We just didn’t have as many options in the grocery aisle.
Know a celebrity NA brand we missed? Drop it in the comments. We will absolutely add it.
SOBER POP CULTURE: Sober Celebrities: 100+ Famous People in Recovery
SOBER POP CULTURE at The Sober Curator is where mainstream trends meet the vibrant world of sobriety. We serve up a mix of movie, podcast, fashion, and book recommendations alongside alcohol-free cocktails, celebrity features, and pop culture buzz—all with a sober twist.
We’re here to shatter the “sobriety is boring” myth with a mash-up of 80s neon, 90s hip-hop edge, early 2000s bling, and today’s hottest trends. From celebrity shoutouts to red-carpet style inspo, this is where sober is as chic as it is fun. To the celebs using their platform for good—our Sober Pop Trucker hats are off to you!
Resources Are Available
If you or someone you know is experiencing difficulties surrounding alcoholism, addiction, or mental illness, please reach out and ask for help. People everywhere can and want to help; you just have to know where to look. And continue to look until you find what works for you. Click here for a list of regional and national resources.
Follow The Sober Curator on Pinterest
Which celebrities have launched non-alcoholic drink brands? Several celebrities have launched NA drink brands in recent years, including Tom Holland (BERO), Charlie Sheen (Wild AF Brewing), Elton John (Elton John Zero), Danny Trejo (Trejo’s Spirits), Bella Hadid (Kin Euphorics), Katy Perry (De Soi), Lewis Hamilton (Almave), Blake Lively (Betty Buzz), Cara Delevingne (Della Vite Zero), Robbie Williams (Heaps Normal), and George Clooney, Rande Gerber, and Mike Meldman (Crazy Mountain).
Which celebrity NA brands are founded by people in recovery? Danny Trejo (50+ years sober), Charlie Sheen (8 years sober), Tom Holland (publicly sober), Elton John (sober since 1990), Bella Hadid (open about her sobriety journey), Cara Delevingne (publicly sober), and Robbie Williams (open about sobriety) all have recovery identities behind their brands. Others, like Katy Perry and Lewis Hamilton, are sober-curious or simply don’t drink, but have not publicly identified as being in recovery.
Where can I buy celebrity non-alcoholic drink brands? Most are available directly through each brand’s website. Several are also carried by major retailers: Kin Euphorics is at Target, Whole Foods, and Sprouts; Betty Buzz is widely available at grocery retailers; Elton John Zero is at Sainsbury’s in the UK; Crazy Mountain is rolling out across US markets in 2026. Trejo’s Spirits ships direct-to-consumer from trejosspirits.com.
Is Elton John Zero available in the US? Not yet. Elton John Zero launched in the UK in January 2026 and is currently available at Sainsbury’s and at eltonjohnzero.com. US expansion has not been announced but is anticipated given the brand’s positioning and demand.
