The bandwagon is getting crowded. Everywhere you look, another multi-millionaire is trying to sell us the idea that a night out is best enjoyed completely sober, clear-headed and costing £15 a pop for what is essentially carbonated cranberry juice with a shiny logo.
Blake Lively – who doesn’t drink because she “doesn’t like the effects” – created Betty Buzz mocktail mixers, although she later expanded into canned cocktails, perhaps recognising that the public needs a stiff drink just to get through her dire filmography.
Then there is Katy Perry, who co-founded De Soi, a line of sparkling non-alcoholic drinks packed with “adaptogens” to “mindfully calm the mind”. I’d ask what on earth she means, but from the evidence of her latest flop single Watch It Burn, she doesn’t understand what she’s doing either.
What we do know is that, if there’s one thing celebrities excel at, it’s putting millions of dollars into things they don’t care about in order to make a return.
Holland may have sold you with his half-baked sob story about waking up and feeling slightly groggy after a Christmas party, but it’s more believable that he looked at the data – the industry body IWSR predicts that the non-alcoholic beverage market will deliver incremental growth of $4bn (£3bn) by 2028 – and simply followed the money, preying on a sober-curious generation of consumers terrified of calories, hangovers and just about everything else.
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