Tequila Is Out. Celebrities Are Creating Sober Drink Brands Now

In the aughts, it felt like every celebrity had their own vodka line. There was Sean “Diddy” Combs’ partnership with Cîroc (since ended), Dan Aykroyd’s Crystal Head Vodka (still going strong) and even a short-lived Trump Vodka that was discontinued in 2011 (but, in a surprise to no one, was recently resurrected). Celebrities then set their sights on tequila, with George Clooney, Matthew McConaughey and Kendall Jenner all having a go. Since then we’ve seen wine (Cameron Diaz), gin (Ryan Reynolds), even low-cal cocktails (Bethenny Frankel).

But now Americans are drinking alcohol at the lowest level in almost a century, with everyday people and Hollywood A-listers alike going “sober curious” or full-out dry. In this new reality, what’s a would-be celebrity beverage titan to do? Ditch the booze, of course, and pivot into nonalcoholics.