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Celebrity collaborations and endorsements have evolved far beyond traditional advertising, with the fusion of fame and flavour taking centre stage in driving cultural trends and creating experiences that resonate deeply with today’s consumers. Today’s stars are not just lending their names to products; they are actively partnering with companies to create unique, high-quality products that reflect their personal interests and values.

In 2024, the influence of celebrities in shaping consumer behaviour is undeniable. Whether it is sports icons, movie stars or social media influencers, their endorsements can significantly elevate a brand's visibility and credibility.

But, when it comes to food and beverage, it is not just about plastering a famous face on a product – it is about strategically aligning with figures whose values resonate with your target audience.

Celebrity collaborations can be especially powerful because they tap into a fundamental principle: trust. People are more likely to try a new product or explore a new brand if someone they admire stands behind it. In the food and beverage space, where health, wellness and sustainability are increasingly top-of-mind for consumers, endorsements from trusted personalities can instantly communicate the values that align with those of the public.

Intent is essential

However, it’s essential to be intentional. Not all celebrity partnerships will automatically resonate. The celebrity’s lifestyle, values and public persona need to mesh with your brand ethos. It would be remiss to ask Billie Eilish, a known vegan, to partner with Tyson Foods; Jamie Oliver to endorse McDonald’s; or American artist Beyoncé to collaborate with Thatcher's Somerset Cider.

An inauthentic collaboration can come across as insincere, risking trust and, ultimately, sales. Instead, manufacturers should look for figures who are genuinely passionate about the product or industry. This not only adds credibility but also supports the long-term sustainability of the partnership, as audiences can sense when there's real connection.

By leveraging these partnerships thoughtfully, brands can break through noise and connect with audiences on a human level. And in an era where consumers want to know not only what they’re buying but why they should care, the right partnership can do wonders for growth, reputation and loyalty.

Big names and beverages

Beverages have become a natural fit for these partnerships, offering a tangible way for celebrities to connect with fans over shared experiences. With broad appeal and endless possibilities in flavours and formats, drinks allow stars to express lifestyle choices.

For beverage manufacturers, these collaborations are essential, providing access to new audiences while boosting credibility and relevance. As consumer preferences evolve, working with celebrities helps brands stay agile, delivering products with a focus on sustainability, authenticity and innovation. This trend mirrors a larger shift in the food and beverage industry, where collaboration has become essential to driving innovation and meeting rising consumer expectations.

From non-alcoholic spirits and craft gins to coffees, A-list stars are entering the beverage market and tapping into trends that resonates with consumers. Here’s a look at the some celebrity-driven beverage launches making waves in the industry.

Kylie Jenner x Sprinter canned cocktail

US media personality Kylie Jenner launched RTD alcohol brand Sprinter, following in the footsteps of her sister Kendall, who entered the beverage industry with her own brand, 818 Tequila, in 2021.

Sprinter is a vodka soda made with real fruit juice, premium vodka and sparkling water. The range is available in four varieties: black cherry, peach, grapefruit and lime. It contains 100 calories, has a 4.5% ABV, is gluten-free and has no added sugars.

The beverage, which is sold in an eight-can vaiety pack, was developed by Chandra Richter, founder of Richter Beverage Solutions, and now Sprinter's head of product development and operations.

DJ Khaled x Nesquik

US music producer DJ Khaled has teamed up with Nestlé to launch a limited-edition flavoured milk under the Nesquik brand, Nesquik Another Bun.

Inspired by his signature catchphrase, “Another one,” the new drink brings the flavours of a cinnamon bun to life, with sweet cinnamon and warm baked dough notes.

Made with 100% real milk, each low-fat bottle also delivers 14g of protein.

Beyoncé x Moët Hennessy whisky

American artist Beyoncé Knowles-Carter has made her mark in the spirits industry through a joint venture with Moët Hennessy, part of the LVMH group, to create 'SirDavis,' a new whisky crafted to reflect her personal taste.

This partnership came to life after years of R&D sparked by Knowles-Carter's vision for a unique flavour profile, aligned with Moët Hennessy's goal to expand its footprint in the US whisky market.

Beyoncé entrusted master distiller Bill Lumsden to bring this vision to creation. Lumsden developed a rare mash bill blend of 51% rye and 49% malted barley.

Merging traditional whisky-making techniques, he created a smooth, refined texture inspired by Japanese and Scotch whiskies, yet grounded in the rich, deep flavours typical of American rye.

Lewis Hamilton x Almave

British racing driver Lewis Hamilton partnered with Mexican spirits group Casa Lumbre to launch two non-alcoholic agave spirit, called Almave.

Tequila is Hamilton drink of choice, but he sought a non-alcoholic alternative that would suit his 'busy lifestyle'. Recognising a gap in the market, he partnered with Casa Lumbre to create a product that maintains the traditional craftsmanship of tequila in a non-alcoholic form​.

The resulting spirits, Almave Ámbar for sipping and Almave Blanco for mixing, aim to deliver the same quality as traditional tequila. Almave is the first non-alcoholic spirit made from Blue Agave, crafted in the same region as tequila but without the fermentation process that produces alcohol.

As a result, it cannot be labelled tequila and is classified as a Blue Agave Spirit.

Blake Lively x Betty Booze cocktails

After debuting her collection of low-calorie Betty Buzz mixers in September 2021, the actress, who abstains from alcohol, has launched a trio of RTD alcoholic canned cocktails last year. Each cocktail features a 4.5% ABV and is expertly crafted with sparkling water, real juice and premium spirits.

The flavours include Sparkling Tequila with Lime and Shiso; Sparkling Tequila with Oak Smoked Lemonade; and Sparkling Bourbon with Apple Ginger Sour Cherry.

Emma Chamberlain x Chamberlain Coffee

YouTuber Emma Chamberlain has expanded her brand with the launch of a line of coffee products, known as Chamberlain Coffee. The coffee brand offers a variety of options, including whole beans, ground coffee and instant coffee. Last year, the Chamberlain Coffee entered the RTD market with the launch of plant-based cold brew lattes in four flavour varieties.

The new beverages are naturally sweetened with date syrup, contain 1g of sugar and are made with almond milk and coconut cream. The four flavours include mocha latte, cinnamon bun latte, vanilla latte and traditional cold brew latte.

Later in the same year, Chamberlain Coffee announced the launch of its new line of RTD oat milk lattes. The brand said its new sweeter, oat milk-based canned lattes were developed in direct response to customer feedback, with oat milk emerging as the top milk choice among its audience.

The new line is available in salted caramel and mocha flavours, both naturally sweetened with cane sugar and date syrup.

Emma Watson x Renais Gin

English actress Emma Watson, along with her brother Alex, launched Renais gin in 2023, inspired by the wine-making traditions of Northern France.

Distilled sustainably from upcycled French wine grapes and blended with natural botanicals, Renais has an ABV of 40%, offering a distinct profile that includes juniper berries, Grand Cru grapes, cubeb berries, acacia honey and Kimmeridgian stone, among others.

Renais also reflects a strong commitment to sustainability: it is produced in a solar-powered, carbon-neutral distillery and packaged in 100% compostable mycelium-based material from the Magical Mushroom Company, with ingredients sourced in part from surplus produce at the family’s Domaine Watson winery.

Tom Holland x Bero

Tom Holland has launched Bero, a premium non-alcoholic beer, to cater to the growing demand for quality, alcohol-free options. Bero features three styles: Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat. Inspired by Holland’s sobriety journey, he wanted to "create something that reflected his lifestyle and values".

In partnership with CEO John Herman and Imaginary Ventures, Bero is crafted to elevate non-alcoholic beer "more than just a substitute," celebrating moderation without sacrificing taste.