Category
Pop Culture
Ritual Assembly
Trend cluster
Category
Celebrity
Seltzer
Celebrity collaborations in the seltzer market are increasing in popularity.
5.1
Trend score
What's Happening
What is the Celebrity Seltzer trend?
Celebrity Seltzer: Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.
Insight
The consumer insight behind the Celebrity Seltzer trend
The purchasing decisions of Millennial consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Evidence
Examples of the Celebrity Seltzer trend
CategoryPop Culture
Singer-Backed Summer Seltzers
Truly Hard Seltzer Taps Dua Lipa to Launch 'Poolside Variety Pack'
Alcoholic beverage companies can explore the development of unique flavor profiles and celebrity collaborations for growth opportunities.
CategoryLifestyle
Reality TV-Themed Seltzers
MTV Launches New Hard Seltzer Flavor Called 'Juicy Shore'
Innovating flavors and ingredients to create new offerings in the beverage space to cater to a younger demographic.
CategoryPop Culture
Celebrity Chef Hard Seltzers
Gordon Ramsay is Introducing a Product Line Called Hell’s Seltzer
Innovation in the food and beverage industry to create new beverage options that align with consumer preferences, such as hard seltzers with unique flavor combinations.
CategoryLifestyle
Rapper-backed Hard Seltzers
SKRT Hard Seltzer by Post Malone Debuts in Quebec
The beverage industry can explore collaborations with artists and influencers to create unique and captivating products that appeal to a wide consumer base.
CategoryPop Culture
Celebrity-Branded Sparkling Tequila Cans
Shay Mitchell Launched the Onda Sparkling Tequila Line
Disruptive innovation opportunity: Develop innovative packaging solutions and flavors for canned beverages to meet consumer demand.
CategoryPop Culture
Agave-Based Hard Seltzers
Cacti is a Tequila-Inspired Hard Seltzer from Travis Scott
Disruptive Innovation Opportunity: Incorporate unconventional ingredients and flavors to attract new customers and stand out in the competitive beverage market.
CategoryFashion
Seltzer-Opening Hacks
Hornitos Tequila Seltzer Teamed Up with Celebrity Nail Artist Chaun Legend
Beverage brands can take advantage of collaborations with beauty experts to create a new marketing aspect of their brand in the beauty segment.
CategoryLifestyle
Popstar-Backed Fizzy Sangrias
Ohza Recently Introduced the Fizzy Sangria By Joe Jonas
Collaborating with celebrities and innovating in ready-to-drink beverages and wine cocktails can help alcohol brands stand out in a competitive market.
Workshop question
Conceptualize a collaboration between your brand and a celebrity.
Trend themes
Themes within the Celebrity Seltzer trend
Three behaviours holding the trend together01
Celebrity Collaborations
Celebrities are recognizing the immense popularity of hard seltzers and are working with brands to launch their own special version.
02
Better-for-You Beverages
Hard seltzer sales are continuing to climb, spurred on by consumers who are looking for flavorful, better-for-you beverages, especially those with pop culture tie-ins.
03
Innovative Packaging Design
Celebrity hard seltzer brands are using innovative packaging designs and formats, like slim cans, to appeal to consumers.
Industry implications
What the Celebrity Seltzer trend means for industry
Where the trend changes the playbookFor
Alcoholic Beverage Industry
Alcoholic beverage companies can leverage celebrity collaborations and innovative packaging designs to attract younger consumers who are looking for better-for-you beverages.
For
Celebrity Branding Industry
The celebrity branding industry can take advantage of the trend of celebrity collaborations in the hard seltzer market to provide unique and personalized products to fans.
For
Social Media Marketing Industry
Social media marketing professionals can use influencer and celebrity preferences in food and beverage to inspire purchasing decisions of Millennials and Gen Z consumers.
Trend signals
Trend signals for Celebrity Seltzer
Trend score 5.1 out of 10, from popularity 78%, activity 61%, freshness 16%.
Popularity78%
Activity61%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
