Sober Celebs Are Cashing in on Alcohol

Money talks! Some stars can't resist the urge to shill alcoholic products, even if they aren't aligned with their personal preferences

- LEANNE ACIZ STANTON

America’s drinking culture may be going dry: According to a survey conducted by ad tech company NCSolutions, 61 percent of Gen Zers and 49 percent of millennials are trying to cut back on drinking this year. But whether you’re sober-curious or a teetotaler, it can be maddening when the market is consumed with stars you admire hawking alcohol when they’ve said they don’t partake themselves.

After years of claiming she didn’t drink because it “ruins your skin,” Jennifer Lopez faced backlash in 2023 for releasing her cocktail line, Delola. She reversed course in a post shared on Instagram and admitted: “I do enjoy the occasional cocktail.” Blake Lively — who, in 2021, said she doesn’t drink “because I don’t like the effects of alcohol” — launched Betty Booze in 2023, too. However, she cleverly got ahead of critics by copping to abstaining in a promo post: “Drinking isn’t my thing. But for f* sake, flavor is.”