Blake Lively is the newest celebrity to jump into the booze world, although she’s already had one foot in the door.
Lively’s Betty Buzz, a sparkling mixer brand, announced today its newest venture, Betty Booze, a low line of low-alc, premium sparkling cocktails.
The launch is part of the company’s strategy “to win new audiences and occasions by challenging conventions of taste in sparkling beverage – and beyond,” read a statement.
Betty Booze will debut with three 4.5% ABV cocktail offerings made from high-quality fruits, spices, herbs, and spirits, that come in 4-packs of 12 oz cans for $14.99. Flavors include: Sparkling Tequila with Lime Shiso, Sparkling Tequila with Oak Smoked Lemonade, and Sparkling Bourbon with Apple Ginger Sour Cherry.
The actor, who herself doesn’t drink alcohol, worded her inspiration for the line carefully. Another high profile recent ready-to-drink cocktail launch, Jennifer Lopez’s Delola, received some criticism from fans who pointed to comments from Lopez referencing her alcohol-free lifestyle.
“These are the recipes I’ve been making for loved ones for years. But I have four kids now. And I’m tired. So here they are in a can. Enjoy. Responsibly…ish,” Lively said in a statement.
Known for her roles in shows like Gossip Girl and films such as The Sisterhood of the Traveling Pants, Lively, working alongside co-founder Andrew T. Chrisomalis, has found a niche in the mixer category, which grew double-digits following consumers making their own cocktails at home during COVID lockdowns. Mindful drinking trends have also helped fuel start-ups in the space.
Since 2021, Betty Buzz has reported year-over-year retail sales growth, extending its distribution to the UK and Canada, and becoming the official sponsor of the UK-based Wrexham Association Football Club (AFC), which is co-owned by Lively’s husband actor and gin entrepreneur Ryan Renolds.
The move into low-ABV cocktails comes as the no/low $11 billion global business is projected to grow 7% in volume over the next four years, according to IWSR.