Celebrity-backed alcohol is nothing new — sitcom “It's Always Sunny in Philadelphia” once made an entire episode centered around the phenomenon, calling it the “ultimate cash grab.” But now, as nonalcoholic beverages are breaking into the scene, Hollywood is along for the ride.
Actor Charlie Sheen and comedian John Mulaney are the latest celebrities to announce ties to nonalcoholic beer brands. Sheen became a founder of Wild AF Brewing, while Mulaney bought into Chicago-based Years.
The celebrities are entering the category as Americans are moderating their alcohol consumption, with some quitting booze altogether. Sheen and Mulaney, who are sober and have publicly addressed their time in rehab, are positioning their respective products as alcohol-free alternatives that taste like traditional beer.
“Stories don't end because you've reached the bottom of the page,” Sheen said in a statement announcing Wild AF's launch. “Mine found another gear 8 years ago when I got off the booze, and switched to non-alc beer. During that time; the choices were vast but the quality was sparse. I decided to change all of that, and made my own.”
Sheen launched Wild AF along with his longtime agent Todd Christopher and The Silent Group, a brand-building company focused on consumer products. The beer, brewed by Boston-based Harpoon, is debuting with one flavor dubbed Cold Gold, which is a classic, golden-style beer with hints of citrus and malt.
Meanwhile, Mulaney has become a co-owner of Years, a nonalcoholic brand launched in May 2024 by music industry veteran and No Fine Print Wine founder Pat Corcoran. The partnership with Mulaney is meant to bring levity to “a space that can often feel stigmatized,” by adding humor and fun to nonalcoholic beer without the sole focus on sobriety.
In addition to becoming co-owner, Mulaney will act as spokesperson for the brand and participate in its first creative campaign. Years is available throughout the Midwest, West Coast and Texas, with plans for further expansion. It’s available in three varieties: pilsner, pale ale and witbier, the latter of which is coming soon.
The hype around celebrity-backed products isn’t baseless. Celebrity brands tend to outperform the overall market, according to data from IWSR, giving consumers a degree of trust when purchasing something new and a sense of an affordable luxury.
However, the success of celebrity brands largely has to do with timing. They're most successful in categories that are beginning to attract a lot of new consumers, who are often looking for guidance on what to buy, per IWSR.
That trend bodes well for the success of celebrity-backed nonalcoholic brands. The nonalcoholic market is expected to be worth close to $5 billion by 2028, with nonalcoholic beer being the primary volume driver, according to IWSR.
The category of celebrity-backed nonalcoholic booze is getting even more crowded. Mulaney and Sheen join “Spider-Man” star Tom Holland in the space, who launched Bero last year. Pop musician Katy Perry co-founded De Soi in 2022, which offers nonalcoholic spritzers.
