Why are celebrities doubling down on alcohol brands while Gen Z is drinking less than ever?

I’ve been noticing a strange paradox in the beverage industry lately. On one hand, data shows that the alcohol sector is facing a decline in many regions, with Gen Z and younger generations being much more ‘sober-curious’ and health-conscious than their predecessors. Yet, it feels like every week a new celebrity—from George Clooney and Ryan Reynolds to Kendall Jenner and Beyoncé—is launching their own tequila, gin, or whiskey brand.

If the market is shrinking, why is the celebrity ‘gold rush’ into spirits accelerating?I have a few theories, but I’d love to hear your professional take