# Celebrity Seltzer Celebrity collaborations in the seltzer market are increasing in popularity. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jan 6, 2021 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/celebrity-seltzer ## Key Figures - Trend score: 5.1/10 - Evidence articles: 8 ## 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. ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Jul 21, 2020 to Jul 5, 2023 - Published: Jan 6, 2021 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Examples of the Celebrity Seltzer trend 8 featured examples from Jul 21, 2020 to Jul 5, 2023. - [Singer-Backed Summer Seltzers](https://www.trendhunter.com/trends/dua-lipa): Truly Hard Seltzer Taps Dua Lipa to Launch 'Poolside Variety Pack' (Category: Pop Culture) Implication: Alcoholic beverage companies can explore the development of unique flavor profiles and celebrity collaborations for growth opportunities. - [Reality TV-Themed Seltzers](https://www.trendhunter.com/trends/juicy-shore): MTV Launches New Hard Seltzer Flavor Called 'Juicy Shore' (Category: Lifestyle) Implication: Innovating flavors and ingredients to create new offerings in the beverage space to cater to a younger demographic. - [Celebrity Chef Hard Seltzers](https://www.trendhunter.com/trends/hells-seltzer): Gordon Ramsay is Introducing a Product Line Called Hell’s Seltzer (Category: Pop Culture) Implication: 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. - [Rapper-backed Hard Seltzers](https://www.trendhunter.com/trends/skrt-hard-seltzer): SKRT Hard Seltzer by Post Malone Debuts in Quebec (Category: Lifestyle) Implication: The beverage industry can explore collaborations with artists and influencers to create unique and captivating products that appeal to a wide consumer base. - [Celebrity-Branded Sparkling Tequila Cans](https://www.trendhunter.com/trends/onda-sparkling-tequila): Shay Mitchell Launched the Onda Sparkling Tequila Line (Category: Pop Culture) Implication: Disruptive innovation opportunity: Develop innovative packaging solutions and flavors for canned beverages to meet consumer demand. - [Agave-Based Hard Seltzers](https://www.trendhunter.com/trends/tequila-inspired-hard-seltzer): Cacti is a Tequila-Inspired Hard Seltzer from Travis Scott (Category: Pop Culture) Implication: Disruptive Innovation Opportunity: Incorporate unconventional ingredients and flavors to attract new customers and stand out in the competitive beverage market. - [Seltzer-Opening Hacks](https://www.trendhunter.com/trends/hornitos-tequila-seltzer-crack-a-seltzer): Hornitos Tequila Seltzer Teamed Up with Celebrity Nail Artist Chaun Legend (Category: Fashion) Implication: Beverage brands can take advantage of collaborations with beauty experts to create a new marketing aspect of their brand in the beauty segment. - [Popstar-Backed Fizzy Sangrias](https://www.trendhunter.com/trends/fizzy-sangria): Ohza Recently Introduced the Fizzy Sangria By Joe Jonas (Category: Lifestyle) Implication: 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. ## Themes within the Celebrity Seltzer trend ### Celebrity Collaborations Celebrities are recognizing the immense popularity of hard seltzers and are working with brands to launch their own special version. ### 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. ### Innovative Packaging Design Celebrity hard seltzer brands are using innovative packaging designs and formats, like slim cans, to appeal to consumers. ## What the Celebrity Seltzer trend means for industry ### For 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 for Celebrity Seltzer Trend score 5.1 out of 10, from popularity 78%, activity 61%, freshness 16%. - Popularity: 78% - Activity: 61% - Freshness: 16% ## Recent trend clusters - [Ritual Assembly](https://www.trendhunter.com/protrends/fan-building-kits) (Pop Culture) - [Occasion Coding](https://www.trendhunter.com/protrends/commemorative-watch-design) (Fashion) - [Muted Motion](https://www.trendhunter.com/protrends/earth-tone-runners) (Fashion) - [Terrain Software](https://www.trendhunter.com/protrends/off-road-technology) (Autos) ## Trending in Pop Culture - [Oversized Dragon Plushies](https://www.trendhunter.com/trends/giant-chillet-plush) - [Concert-Themed LEGO Sets](https://www.trendhunter.com/trends/concert-themed-lego-sets) - [Blind-Box Plush Charms](https://www.trendhunter.com/trends/blind-box-plush-charms) - [Holiday Character Clogs](https://www.trendhunter.com/trends/holiday-character-clogs) All articles: [Pop Culture](https://www.trendhunter.com/popculture)