CBD beverages once had a star-studded glow. When Hollywood actors, chart-topping musicians, and pro athletes began attaching their names to sparkling waters, teas, and wellness shots, it felt like a cultural shift. Fast forward to 2025, and the story looks different. Some celebrity-branded CBD drinks have fizzled, while others have pivoted or found new life in broader functional beverage trends. The market is maturing, and fame alone isn’t enough to keep a product on shelves.
When Star Power Was Enough
In the early wave of CBD drinks, celebrity names meant instant attention. Travis Barker’s Barker Wellness Co. and Kristen Bell’s Happy Dance drew headlines by blending personal wellness stories with CBD-infused offerings. Fans connected with the narrative: “If it works for them, maybe it can work for me.”
This early hype helped normalize CBD beverages for everyday consumers, especially those curious but hesitant about trying cannabinoids. Celebrities weren’t just selling drinks—they were acting as ambassadors for a new wellness lifestyle.
The Market Reality Check
But the honeymoon phase didn’t last forever. The CBD beverage market, though growing, is still small compared to traditional categories. Beverages made up less than 1% of total cannabis sales in early 2025. Even within that slice, only a handful of brands dominate, leaving little room for underfunded startups or celebrity passion projects without strong business fundamentals.
Many of the early celebrity brands couldn’t scale distribution or keep up with the cost of maintaining a consistent, tested, and shelf-stable CBD drink. Some pulled back, others folded, and a few shifted their focus to less complex products like topicals or gummies.
Who’s Surviving—and Thriving
The celebrity factor hasn’t disappeared, but it looks different now. Instead of splashy “face of the brand” launches, stars are more often quiet investors or collaborators. This strategy adds credibility without putting the entire weight of the business on one person’s name.
Brands that are still visible—like Recess, Daytrip, Cann, and Trip—have paired lifestyle branding with strong flavor, quality sourcing, and clear distribution strategies. Some maintain celebrity backing in the background, but the products stand on their own merit. Meanwhile, larger cannabis companies are launching their own beverage lines, sometimes bringing in stars for partnerships that feel more like strategic marketing moves than vanity projects.
Shifts Toward Functional and Non-Alcoholic Alternatives
A major trend in 2025 is the crossover between CBD beverages and the booming non-alcoholic and functional drink market. Consumers are looking for drinks that fit social occasions, but without the hangover or the empty calories of alcohol. CBD spritzers, calming tonics, and THC-infused seltzers are filling that role.
Here’s where celebrities still play a part: their influence helps position these beverages as “cool” and lifestyle-driven, not niche health products. Instead of standing alone, CBD drinks are now part of a bigger cultural shift toward mindful, functional drinking.
What’s Next for Celebrity CBD Drinks
Looking ahead, the winners in this category will combine three things: quality products, reliable distribution, and smart storytelling. A celebrity name may open doors, but it won’t keep shelves stocked. Transparency in lab testing, clean flavor profiles, and packaging that resonates with wellness-minded consumers are now the deciding factors.
The truth is, the CBD beverage market doesn’t need every celebrity brand to survive—it needs a few to set a high bar and help normalize these products in everyday culture. For consumers, that means better tasting, more reliable drinks. For celebrities, it means choosing wisely: back a brand that’s built for the long haul, not just the headline.
Sip on This
The days of celebrity CBD drinks as novelty items are over. In 2025, the space is maturing, blending with broader wellness and non-alcoholic trends. Some celebrity names have faded, others remain, and new players are finding subtler ways to influence. What hasn’t changed is the fact that this category, even if small, is reshaping what “functional beverages” look like. Whether it’s post-workout recovery, a mindful night out, or a mid-day stress reset, the celebrity factor helped CBD drinks step into the spotlight—and the category is now finding its true voice.
