Biggest celebrity drinks launches of 2025
Last year the tranche of celebs entering the drinks world included Beyonce, Kylie Jenner and Jamie Foxx. Which famous faces joined the fray in 2025? Sarah Neish reports.
Last year, a host of famous faces from the worlds of music, film, comedy and sport took the leap to launch their own drinks products. From Dolly Parton to Andrea Bocelli, the top celebrity drinks launches of 2024 were a diverse bunch.
This year has been every bit as star-studded, with celebrities releasing wine, RTDs, and alcohol-free beers.
Read on for the Class of 2025, revealed in order of their celebrity product launches.
January: José Mourinho
Kicking off 2025’s celebrity launches was football manager José Mourinho who unveiled his Douro red wine in January. Named after Mourinho’s nickname, The Special One is a red blend of native Portuguese grapes Touriga Nacional, Touriga Franca, Tinta Barroca and Sousão.
“Handpicked from one of my favourite regions in Portugal, this wine reflects the spirit of my homeland and my relentless desire to enjoy every moment in life,” said Mourinho, who has managed teams including Chelsea, Internazionale, Real Madrid and Porto.
“Crafted with passion and care, it is a gift from one special one to another. Whether you’re celebrating a victory or spending time with people you care about, this wine is meant to be shared with someone truly special.”
It also comes with a special price, with the wine retailing for €144 per bottle.
February: Chelsea Handler
In February, US comedian Chelsea Handler released a range of vodka RTDs, describing the drinks as “an adult lemonade stand in a can”. Insisting the 5% ABV product “is not your basic lemonade”, Handler worked with Owl’s Brew, which specialises in hard seltzers and spirit-based cocktails, to create the drink, which comes in three different flavours: Classic, Pink, and Mint.
Speaking at the product launch about a homemade lemonade stand she used to run as a child, Handler joked: “When I was a young entrepreneur, I realised I could make a lot more money if I spiked my lemonade. Next thing I knew, I was able to upgrade myself to first-class on a family vacation and left the rest of my family in coach.”
“Now, I’ve upgraded my recipe and put it in a can,” she continued. “That’s right, you can have what I’m having – a delicious, not-too-sweet and perfectly refreshing Vodka Lemonade… It’s impossible not to love.”
Owl’s Brew, the producer responsible for bringing Handley’s RTDs to life, is known for its “clean hard teas” and canned cocktails; its modus operandi is redefining what “better-for-you” alcoholic beverages look like.
July: Meghan Markle
July saw the Duchess of Sussex launch her first wine – a Napa Valley rosé – under her much talked-about As Ever range. However, by August the brand was already at the heart of a controversy after Khloe Kardashian was accused of “snubbing” Markle by accepting a gift basket containing her wine but failing to publicly acknowledge the Duchess by tagging her in a social media post.
Markle’s brand has also attracted attention for claiming the brand is Napa-made on its label when according to the Alcohol and Tobacco Tax and Trade Bureau (TTB)’s Certificate of Label Approval, the wine is made by Kunde Family Winery, an 1,850-acre estate in Kenwood in Sonoma Valley. Some members of the trade have also pointed out that Kunde was sold by parent company Vintage Wine Estates in 2021 to Adair Winery Inc, with some of Kunde’s assets, including unbottled wines, sold at auction, for around US$2 million. It leaves open the possibility that Markle’s wines may not have been hand-crafted for her brand, but snapped up ready-made, though db is unaware of any evidence to this effect.
August: Robbie Williams
In August, the teetotal Let Me Entertain You singer invested heavily in 0% Australian beer brand Heaps Normal, whose core range includes Quiet XPA, Another Lager and Half Day Hazy products.
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Williams reached out to Heaps Normal to explore a potential partnership after discovering the brand during a recent tour of Australia (he performed in Sydney on New Year’s Eve 2024), and says “the relationship grew from there.” The star said he will be working with Heaps Normal on “creative campaigns and new product ideas – all aimed at sparking more honest conversations about how and why we drink.”
“Teaming up with Heaps Normal is personal for me,” said the Angels singer. “I saw what they [Heaps Normal] were doing, creatively and culturally, when I was down in Australia, and I really wanted to get involved. I love the ethos of the Heaps brand, and I’m excited for what we’re going to achieve together around the world”.
Heaps Normal has already kicked off global expansion plans, having soft-launched in the UK in June, with its alcohol-free beers now stocked in more than 170 pubs and retailers throughout Great Britain.
September: Avril Lavigne
Singer Avril Lavigne partnered with premium wine brand, Banshee Wines, to launch a limited-edition Pinot Noir inspired by her breakout 2002 pop anthem, Complicated.
Retailing for US$30 a bottle, Complicated wine became available on the Banshee Wines website, and at Banshee’s tasting room in Geyserville, California.
“Over the last two years on my Greatest Hits Tour, I was rocking out with the Banshee bar set up backstage every night, ready for the afterparty, so teaming up on our own wine just felt right,” said Lavigne. “I hope that everyone can crack open a bottle with their best friends, blast the music that started it all for me, and enjoy the moment. Life can be complicated, but a good glass of wine doesn’t have to be.”
While Complicated is Lavigne’s first wine, it is not her first foray into the drinks world, having launched RTD brand BeatBox in 2024.
September: Kylie Minogue
Kylie Minogue launched her low-alcohol Petit Rosé (7% ABV) in September, with the pop star telling the drinks business the product was the result of “a winemaking accident”.
The gently sparkling pink wine is vegan-friendly and offers “bright notes of summer berries and soft floral tones”, according to the producer’s tasting notes, hitting multiple consumer trends all at once.
Celebrity wine expert Paul Schaafsma, who launched Kylie’s wine range through Benchmark Wines, revealed that the Petit Rosé had shot up the sales leader board for lighter wines, with sales “more than double those of its nearest competitor”, according to Nielsen data for the eight weeks ending 4 October 2025.
October: 50 Cent
Curtis Jackson, the rapper better known as 50 Cent, partnered with French crystal house Lalique to launch a US$25,000 Cognac with just 505 bottles released in October. Branson Cognac 505 Edition is a blend of 200 eaux-de-vie sourced from the Grande Champagne terroir, one of Cognac’s premier crus. Some of these date back more than 100 years, having been aged in Limousin oak barrels within the cellars of the Louis Charlin House’s Paradis.
The rare release featured 505 hand-etched and individually numbered decanters housed in custom luxury cases, and purchase was by invitation only, with buyers required to first make a $5,000 donation to The G-Unity Foundation, a non-profit providing grants to charities that work with low-income and under-served communities across the US.
50 Cent described the luxury Cognac as “a bridge between French heritage, the American dream, and my strong belief in conscious capitalism,” noting that it represents “everything that embodies an aspirational lifestyle”.
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