Celebs jump on booze wagon

If you have walked down the supermarket booze aisle recently, then you might have noticed something a little different - apart from prices going up.

- LAYLA NICHOLSON

While many brands have successfully ventured into alcohol-free or low-alcohol tipples, such as fitness, others have teamed up with celebs, or famous have launched their own labels.

The list of stars putting their names to alcohol is never ending. But, in an age of growing interest in sobriety, why have they traded the fitness DVDs for sticking their faces on bottles of booze?

Trend forecaster Disha Daswaney, inset below, says it's all about raking in the cash. “The drinks industry is highly lucrative”, she explains. “With direct-to-consumer marketing, a built-in audience, and the aspirational lifestyle appeal of premium brands, it makes perfect sense why so many stars are jumping in.