This Beverage Is the New Celebrity Tequila. And It’s Non-Alcoholic |
This Beverage Is the New Celebrity Tequila. And It’s Non-Alcoholic
Why the latest wave of famous founders is skipping alcohol and betting on booze-free beer instead.
BY VICTORIA WATTERS, CO-FOUNDER, DRY ATLAS
Crazy Mountain’s lime flavored non-alcoholic beer. Photo: Courtesy Company
Celebrity tequila was a phenomenon. It was also the product of a specific, unrepeatable moment: a category ascending, a social ritual already in place, and enough white space for a famous face to claim cultural ownership. Most notably, George Clooney rode that wave with Casamigos and sold to Diageo for roughly one billion dollars. But that window has closed. Spirits........