Celebrities who have turned their back on alcohol have ironically made a fortune out of selling alcohol.
Despite honing in on a clean-living lifestyle, stars including Blake Lively and Drew Barrymore have jumped on the lucrative booze bandwagon.
But the non-drinkers who have been cashing in from selling wine and cocktails may risk loosing their audience due to a lack of ‘authenticity’.
Insiders claim they could struggle because of the ‘deinfluencer movement’ where Gen Z users are trying to combat consumerism by promoting only products that are considered genuine in their marketing and advertising.
Andy Barr, chief executive of PR agency 10 Yetis Digital, said: ‘The rise of the “deinfluencer movement” has meant that brands are not seen as being genuine or slightly misleading are getting criticised and trashed.’
However, Blake, Drew, Jennifer Lopez and Cara Delevingne have made millions from the controversial business move.
Celebrities who have turned their back on alcohol have ironically made a fortune out of selling alcohol – Blake Lively (pictured) is one of the teetotal celebs cashing in
Despite honing in on a clean-living lifestyle, stars including Blake and Drew Barrymore (pictured) have jumped on the lucrative booze bandwagon
Blake Lively
Gossip Girl star Blake Lively raised plenty of eyebrows in 2023 as she announced her Betty Buzz range of alcoholic drinks – despite her being a non-drinker.
The actress, 38, shared promo shots to Instagram at the time, all of which showed her lifting the lid off her new drink selection.
‘Drinking isn’t my thing. But for f*** sake, flavor is,’ captioned the It Ends With Us star.
She claimed that the superb quality of the drink line — using words like ‘clean’ — is what convinced her to pursue this route.
‘Homemade recipes. Real fruit. Real ingredients. Quality booze. No crap. Also a real time saver. Which is why I really did it,’ she wrote.
In April, the On The Floor singer claimed she doesn’t ‘drink or smoke or have caffeine.’
Blake launched her alcoholic beverage Betty Booze in 2021, despite her being a non-drinkers and joined a mixer brand Betty Buzz two years later
The actress, 38, sparked backlash from ‘confused’ fans when she launched her alcohol brand due to hypocrisy of choosing sobriety
In 2018, Lively claimed to be ‘an amazing mixologist’ despite not drinking.
She told PEOPLE that she does not ‘like the effects of alcohol’ and that she feels better sober.
‘I found that sometimes not drinking, the thing that was interesting was that it was a little alienating, because you don’t feel—and maybe it’s just in your own head—but you just don’t really feel a part of it,’ she expressed.
Betty Buzz first launched in 2021 with sparkling mixers before Blake launched a line of canned cocktails under the sister brand Betty Booze.
She then launched a sister mocktail range in 2024.
Blake’s Betty Booze allegedly suffered last year following the smear campaign her It Ends With Us director and co-star Justin Baldoni instigated against her has cost $161 million.
Her beauty brand, Blake Brown, lost $49 million, her lawyers estimated, while her beverage business Betty Buzz/Betty Booze has depreciated by $22 million.
Daily Mail contacted representatives for Blake at the time.
Jennifer Lopez
Jennifer Lopez launched her own low-calorie cocktail brand Delola Spritz for £18 ($22.99) in April 2023
It is a company she founded ‘to launch unique, mixology-level ready-to-enjoy cocktails designed for elegant, effortless entertaining as part of a thoughtful lifestyle’
The famously clean-living Jennifer Lopez, 56, launched alcoholic mixed drink Delola — amid a storm of disbelief, as she had longed claimed to be teetotal.
But after launching the line, Jennifer backtracked and said: ‘That was true for a long time. I didn’t drink. I do enjoy the occasional cocktail . . . but always responsibly.’
Some were quick to point out that Jennifer was at the time married to Ben Affleck, now sober after stints in rehab, and questioned the optics of his wife launching a booze brand.
Later that year Jennifer received backlash for an ‘awkward’ video of herself promoting her line despite previously admitting she didn’t drink amid Ben’s sobriety.
It was said at the time by Jennifer’s representatives that Ben was fully aware and supportive of her cocktail brand.
She left her fans ‘confused’ after she talked about her relationship with alcohol — saying she enjoyed the ‘occasional cocktail’ but didn’t get ‘s***-faced.’
In the lengthy clip, she defended herself against critics who blasted her choice to launch her alcohol brand, Delola, despite previously admitting she does not drink.
‘I know that a lot of people have been talking about like, “Oh she doesn’t even drink, what’s she doing with a cocktail?” And to tell you the truth, that was true for a long time, I didn’t drink.
‘A few years back, as you will see from several photos of me out over the past 10, maybe 15 years, I have been having the occasional cocktail.
‘I do enjoy the occasional cocktail. I do drink responsibly, I don’t drink to get s***-faced. I drink to be social and to have a nice time and just kind of relax and to let loose a little bit, but always responsibly,’ she revealed.
Drew Barrymore
Another star who cashed in on booze before going sober is actress Drew Barrymore
Another star who cashed in on booze before going sober is actress Drew Barrymore.
The star launched her Barrymore Wine line in partnership with California distributor Wilson Daniels back in 2010.
But Drew, 50, has now been sober for five years, as she wanted to ‘break’ the cycle of alcohol abuse in her famous family.
In 2024, Drew reflected on her choice to quit drinking as she revealed that her sobriety is one of the things she is most proud of.
‘I think, for me, stopping drinking is one of the most honoring things I can do to the Barrymore name because we have all been such hedonists,’ she told People.
‘It’s just like, you know what? This didn’t work for our family, and I’m going to stop it,’ the Charlie’s Angels star explained of her decision.
‘I’m going to be the one to break the link in that chain and maybe my kids and their kids will be better off for it.’
Drew’s family has a long history of struggles with alcohol.
Her actor father John Drew Barrymore battled with alcoholism, her actress aunt Diana confessed to drug and alcohol use in her biography Too Much, Too Soon, and her grandfather John Barrymore, a Shakespearean actor famous in the 1920s and ’30s, drank himself to death.
Cara Delevingne
Cara – who doesn’t drink alcohol – launched her Prosecco brand Della Vite with her sisters Chloe and Poppy in August 2020
Model and actor Cara Delevingne, 33, joined with her sisters in launching a Prosecco brand, Della Vite.
The brand was said to be ‘centered around the key ideas of female friendship, sisterhood and sustainability’.
But Cara has since been vocal about her alcohol struggles, telling Vogue: ‘I realised that 12-step treatment was the best thing [for me], and it was about not being ashamed of that.’
In 2024, Cara revealed that she feels she has now ‘got her power back’ by going sober after years of drug and alcohol abuse left her ‘super depressed’.
The model has struggled with addiction issues during her time in the limelight and two years ago notorious pictures emerged of her looking very worse for wear outside Van Nuys airport in LA after attending a festival.
In an interview she told how now she is clean she feels she is no longer ‘being controlled by other things’ and is happy to spend time around people who are drinking.
She also admitted that the first time she got drunk was at her aunt’s wedding in 2001 when she was just eight, saying: ‘I got drunk that day. I was eight, what a crazy age to get drunk!’
Cara – who also launched a non-alcoholic Prosecco brand, Della Vite Zero, – told The Times of her new sober life: ‘I used to think drugs and alcohol helped me cope … but they didn’t, they kept me sad and super depressed.
‘I feel like I’ve got my power back and I’m not being controlled by other things.’
On the pictures of her outside the airport where she appeared to be completely out of it and was wearing no shoes she added: ‘It was a stupid decision to go straight from a festival to work. I should have waited a day. But it was going to happen to me anyway, there were plenty of photos out there of me looking wasted.’
She said she doesn’t know if she would have gone to rehab and got clean without seeing those images and credits her getting sober for landing the part of Sally Bowles in the West End production of Cabaret.
Cara went on to explain that being around people who are drinking ‘doesn’t mess her up’ and that for this year’s Glastonbury she still had ‘just as much fun’ but simply didn’t stay up so late.
After giving up drinking in 2022, the supermodel, who recently launched the non-alcoholic wine, revealed she initially assumed she would feel better on mornings after she went out and dodged booze.
To her surprise, she ended up experiencing ‘terrible’ headaches the following day as she the result of drinking sugar-packed soft drinks.
‘Nearly two years ago when I got sober, I thought, “I probably won’t go out as much, my life’s probably going to change.” And to be honest I went out way more than before – which is great, apart from when you go out, you drink a hell of a lot of sugar,’ she explained to The Sun.