\n
Tom Holland probably isn\u2019t toasting his recent engagement with champagne. Instead, the actor\u2019s non-alcoholic brew brand, Bero, seems to be a likelier choice\u2014and if we somehow get invited to the royal wedding, we\u2019ll be sure to investigate how he and Zendaya are stocking the bar.<\/p>\n
Holland is one of the most recent celebrities behind non-alcoholic beverage brands, following in the footsteps of Bella Hadid\u2019s Kin Euphorics, Katy Perry\u2019s De Soi, and Blake Lively\u2019s Betty Buzz (though there is also a boozy version, called Betty Booze). It\u2019s a marked pivot from A-listers of yore who in the past threw their might behind alcohol brands, \u00e1 la George Clooney\u2019s Casamigos tequila or Ryan Reynolds\u2019s Aviation gin.<\/p>\n
Bethenny Frankel, most well-known as a cast member on The Real Housewives of New York City,<\/em> is no stranger to the beverage industry, either. She founded Skinnygirl Margarita back in 2009, and now she\u2019s taking her libations expertise to the non-alcoholic sector as both an investor and spokesperson for Mingle Mocktails.<\/p>\nThough Laura Taylor, founder of Mingle Mocktails, \u201ceats, drinks, sleeps, breathes this whole space,\u201d she sees a partnership with Frankel as an opportunity to take Mingle to the next level.<\/p>\n
\u201cOn my vision board, I have Bethenny Frankel images twice,\u201d Taylor told Marketing Brew. \u201cWhy would I not leverage the success she\u2019s had in business in my own?\u201d<\/p>\n
Parallel partners<\/h2>\n
Business in the NA space is booming. The global non-alcoholic liquors and mocktail market was valued at $6.16 billion in 2023, and is projected to more than double to $12.79 billion by 2032, according to market research company Market Research Future.<\/p>\n
About four years ago, Mingle, which was founded in 2017, began looking for a celebrity partnership\u2014but Taylor said it went beyond finding a famous face to partner with the brand. She had previously explored opportunities with other celebrities, Taylor said, but decided they weren\u2019t the right long-term fit.<\/p>\n
\u201cPersonally, I put great importance into entrusting my brand with anyone, and if it\u2019s a celebrity, there must be a direct alignment from a personal and professional standpoint,\u201d she said. Then, a TikTok video from Frankel that Taylor described as coming \u201cout of nowhere\u201d sealed the deal.<\/p>\n
\u201cBethenny had done a TikTok review of three non-alcoholic products,\u201d Taylor recalled. \u201cOne of them was the Mingle Cucumber Melon Mojito, and thank goodness that the review was very positive. So I took that as my gut told me I should reach out to her team, and that\u2019s what I did.\u201d<\/p>\n
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After some discussion, Taylor said that she and Frankel\u2019s team felt \u201cthere was something there.\u201d And more importantly, Taylor had always been inspired by Frankel\u2019s business sense\u2014namely, with her own beverage business, Skinnygirl Margarita.<\/p>\n
\u201cShe was an absolute disrupter,\u201d Taylor said. \u201cWith Skinnygirl, she demonstrated success in business. She has a strong social presence with our demographic. And I think most of all, I loved her honesty.\u201d<\/p>\n
Star power<\/h2>\n
One might think that the face and founder of an alcoholic brand like Skinnygirl would be at odds with the core purpose of a non-alcoholic brand like Mingle. But Taylor said she views Skinnygirl as just one step of Frankel\u2019s business journey\u2014a journey that is now tied to Mingle\u2019s, as well.<\/p>\n
\u201cShe saw a gap in the marketplace, filled it at the best time ever, and sold it at the peak of the market, so I would argue that I want to do what she did in the non-alc space,\u201d Taylor said. \u201cI like that people make that connection because they\u2019re, like, \u2018Oh, this makes sense. She did this for alc, she can do this for non-alc.\u201d<\/p>\n
Beyond that, Taylor said that Frankel\u2019s audience aligns with Mingle\u2019s core demographic of women ages 25 and older (though the brand is also looking to expand its reach towards Gen Z). When it comes to promoting Mingle on her social media, Taylor said she lets Frankel take the lead.<\/p>\n
\u201cWhat I encourage her to do is incorporate Mingle in her lifestyle, and when she\u2019s moved to talk about what a great product it is, I want her to do that,\u201d Taylor said. \u201cI let her do her thing, and I\u2019ve learned that works best on social media.\u201d<\/p>\n
Frankel\u2019s celebrity and business status have also helped Mingle land itself in more retailers, according to Taylor, who said Frankel\u2019s credibility helps validate to retailers that the brand is \u201ca safe bet.\u201d<\/p>\n
Frankel, Taylor said, \u201cgives us the extra oomph that separates us from other brands.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Tom Holland probably isn\u2019t toasting his recent engagement with champagne. Instead, the actor\u2019s non-alcoholic brew brand, Bero, seems to be a likelier choice\u2014and if we somehow get invited to the royal wedding, we\u2019ll be sure to investigate how he and Zendaya are stocking the bar. Holland is one of the most recent celebrities behind non-alcoholic […]<\/p>\n","protected":false},"author":1,"featured_media":21940,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21939","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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