Pop superstar Katy Perry is the latest celeb to enter the wine and spirit market, launching her own line of alcohol-free aperitifs named De Soi.
Perry took to Twitter to announce the launch of the new brand stating, "just in time for SOBERUARY! Excited to announce @drinkdesoi a line of sparkling nonalcoholic aperitifs I’ve created w/ my fellow new mama/ botany babe Morgan McLachlan."
Tackling two trending areas at once, the new beverages are both buzz-free and packed with feel-good adaptogens (i.e., chemicals contained in herbal mushrooms that are thought to have various health benefits). According to Perry, De Soi was created to help consumers "relax and ease into the night," much like a traditional aperitif but minus the alcohol content.
Alcohol-Free Adaptogen Aperitifs
Katy Perry Launches Non-Alcoholic Apertif Line Called De Soi
Trend Themes
1. Alcohol-free Aperitifs - Creating alcohol-free versions of popular beverages, like aperitifs, offers a disruptive innovation opportunity for beverage companies to tap into the growing demand for healthier drink options without sacrificing flavor and experience.
2. Adaptogen-infused Beverages - Incorporating adaptogens into food and drinks opens up the potential for a new market of health-conscious consumers looking for natural substances to support their wellness.
3. Celebrity-owned Drinks Brands - The rise of celebrity-owned drinks brands offers potential for creative collaborations that can attract dedicated fan bases to niche products.
Industry Implications
1. Beverage Industry - Beverage companies can capitalize on the trend towards health-conscious and alcohol-free options by developing new products featuring adaptogens and other natural ingredients.
2. Celebrity-endorsed Products - The celebrity-endorsed product market continues to grow, and the drinks industry can look for opportunities to leverage this trend to develop unique and innovative products.
3. Wellness Industry - The incorporation of adaptogens into food and beverage products has implications for the broader wellness industry, which can explore the potential of these naturally derived substances for improving human health.