Celebrities Who’ve Launched Alcohol-Free Brands
Updated September 2026 · by Rich, founder of Unhopped
Short answer
From Tom Holland’s Bero to George Clooney’s Crazy Mountain, a wave of actors, musicians and athletes have founded or backed alcohol-free brands. Katy Perry, Lewis Hamilton, Bella Hadid, Blake Lively, John Mulaney and more all have ventures in the space — a sign of just how mainstream mindful drinking has become.
A few years ago the celebrity drinks play was a tequila or a gin. Now the smart money — and the famous names — are moving into alcohol-free. Here are the stars who’ve put their name (and often their own sobriety story) behind a 0.0 brand.
Actors
Tom Holland — Bero
Founded 2024
The Spider-Man star co-founded premium AF beer brand Bero in 2024, after speaking publicly about cutting back on drinking and feeling he was missing out socially. Inspired by his UK roots and brewed with an American team, Bero is arguably the highest-profile celebrity AF beer going — it expanded into a West Coast IPA, Double Tasty, in 2025.
George Clooney — Crazy Mountain
Co-founder
Clooney — with his Casamigos tequila partners Rande Gerber and Mike Meldman — launched premium non-alcoholic lager Crazy Mountain, brewed to preserve flavour rather than stripping alcohol out afterwards. Having already sold Casamigos for a fortune, the trio moving into 0.0 says plenty about where the market’s going.
Blake Lively — Betty Buzz / Betty Booze
Founder
Lively built Betty Buzz sparkling mixers and expanded into Betty Booze — a foot in both the alcoholic and non-alcoholic worlds, and one of the more commercially successful celebrity drink lines.
Dax Shepard — Ted Segers
Co-founder
The actor and Armchair Expert podcaster, open about his sobriety, is behind AF beer Ted Segers — positioned as a genuinely good craft option rather than just a substitute.
Charlie Sheen — Wild AF
Founder
Now sober, Sheen launched non-alcoholic brand Wild AF — its beer, brewed by Boston’s Harpoon, debuted with a golden-style “Cold Gold”.
Musicians & comedians
Katy Perry — De Soi
Co-founder
The pop star co-founded De Soi in 2022 — non-alcoholic apéritifs built around botanicals and adaptogens, pitched as “a more considered choice for happy hour”.
John Mulaney — Years
Co-owner & spokesperson
The comedian became co-owner of Years, an AF brand launched in 2024, aiming to bring humour and levity to a category that can feel earnest — available in pilsner, pale ale and witbier.
Sports stars
Lewis Hamilton — Almave
Co-founder
The seven-time F1 champion co-founded Almave, a non-alcoholic agave spirit — aiming to do for 0.0 what premium tequila did for the cocktail scene.
DeMarcus Lawrence — DrinkSip
Founder
The Dallas Cowboys defensive end founded AF beer DrinkSip, which has run collaborations with rock bands 311 and Deftones — a musician-meets-athlete crossover.
Athletic Brewing’s all-star backers
Investors
Even where they haven’t founded a brand, big names have put money in: Athletic Brewing’s investors include NFL stars JJ Watt and Justin Tuck, chef David Chang and cyclist Lance Armstrong.
Models & lifestyle
Bella Hadid — Kin Euphorics
Co-founder
One of the earliest celebrity AF brands: Hadid co-founded Kin Euphorics back in 2018, using nootropics and adaptogens. Industry figures credit her early involvement with validating the whole category.
Why so many stars are going alcohol-free
It’s partly business — the AF category is booming, and celebrities watched the tequila and gin gold rush — but it’s also genuine. Many of these names (Holland, Shepard, Sheen) are open about their own sobriety, and their brands double as a way to make not-drinking feel normal and even aspirational. When the people on the magazine covers are drinking 0.0, the stigma doesn’t stand a chance.
The famous names are a headline, but the beer has to deliver — see the best 0.0% beers we’ve reviewed, or read about the sports teams and leagues going alcohol-free.
Frequently asked questions
Which celebrities have alcohol-free beer brands?
Tom Holland (Bero), George Clooney (Crazy Mountain), Dax Shepard (Ted Segers) and Charlie Sheen (Wild AF) all have alcohol-free beer brands. Beyond beer, Katy Perry (De Soi), Lewis Hamilton (Almave), Bella Hadid (Kin Euphorics) and Blake Lively (Betty Buzz) have AF drinks ventures.
What is Tom Holland’s alcohol-free beer called?
Bero — a premium non-alcoholic beer brand the actor co-founded in 2024 after speaking about cutting back on drinking. It expanded with a West Coast IPA, Double Tasty, in 2025.
Does George Clooney have a non-alcoholic beer?
Yes — Clooney co-founded Crazy Mountain, a premium non-alcoholic lager, with his former Casamigos tequila partners Rande Gerber and Mike Meldman.
Why are so many celebrities launching alcohol-free brands?
A mix of business and belief: the alcohol-free category is growing fast (echoing the celebrity tequila boom), and many of the founders are open about their own sobriety, using their brands to help make mindful drinking feel mainstream.