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Beverage startups are cashing in on celebrity endorsements, with well-known names like Beyoncé, Naomi Osaka, and Leonardo DiCaprio backing various drink brands. These high-profile investors have helped propel certain hydration-focused companies to success, with a concentration of these ventures found in celebrity-rich Los Angeles.
The list of venture-backed brands includes a range of healthy options, from plain water brands like Liquid Death and ZenWTR to nonalcoholic craft beer maker Athletic Brewing. Even Cann, a maker of THC and CBD-infused beverages, emphasizes its organic ingredients and stress-relieving properties.
Despite the availability of tap water, Americans continue to spend a significant amount on beverages. Retail sales of nonalcoholic drinks surpassed $246 billion last year, with water being the most popular choice by volume. This trend has attracted celebrities like Travis Kelce and Beyoncé to invest in the beverage industry.
While plain water may be the most practical option, the allure of celebrity-endorsed drinks with their various health and marketing appeals continues to draw consumers. With innovative offerings and creative packaging, these beverages have found a market among those looking for a unique and trendy drink experience.
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