Hollywood stars Blake Lively and Ryan Reynolds have expanded their business portfolios well beyond entertainment, investing in ventures spanning beverages, haircare, sports, marketing, and technology.
Celebrity-backed consumer brands have become increasingly popular, with entertainers and creators entering categories ranging from beauty and fashion to food and beverages. However, building a recognizable brand does not always translate into long-term business success.
Lively is now facing that challenge with her beverage business, which reportedly plans to wind down operations roughly five years after the launch of its first brand.
High-profile entertainers and creators have increasingly entered the beverage category, with brands including Dwayne “The Rock” Johnson’s ZOA Energy, Logan Paul’s PRIME, Kim Kardashian’s Update, Tom Holland’s Bero, and Emma Chamberlain’s Chamberlain Coffee.
Lively launched Betty Buzz in 2021, introducing five flavored nonalcoholic beverages. She later expanded into the alcoholic beverage sector with Betty Booze in 2023, a line of tequila- and bourbon-based canned cocktails.
Blake Lively’s beverage company is reportedly shutting down
Blake Lively’s beverage company, which includes the nonalcoholic line Betty Buzz and its sister brand Betty Booze, is reportedly winding down and will cease operating, according to a source familiar with the matter who confirmed the development to People.
Several developments have since raised questions about the company’s future.
On Nov. 4, TMZ reported that trademark records showed Lively’s company had filed several applications since its launch. Although the Betty Buzz and Betty Booze trademarks remain active, multiple other applications related to the business have been abandoned.
The abandoned applications involved trademarks for beer-based products, nonalcoholic carbonated beverages, and other products, according to a source who spoke to People.
However, abandoned trademark applications do not independently establish that a company has closed. The status of the two main brand trademarks also does not necessarily indicate whether the business will continue operating.
The brands have also experienced a slowdown in their social media activity. Betty Booze’s Instagram account has not posted since Sept. 28, 2026, while Betty Buzz’s last post was on April 5, 2026, according to the Instagram accounts.
The Betty Buzz website is no longer available, although the Betty Booze website remains active as of Nov. 10 and continues to display its products.
The company’s latest major product releases came in July 2025, when Lively introduced two Betty Booze vodka iced tea flavors, Meyer Lemonade and Passion Fruit.
The beverage business initially expanded into retail distribution. Betty Booze secured a national distribution partnership with Southern Glazer’s Wine & Spirits in 2024, helping it reach retailers including Whole Foods Market and Sprouts, according to BevNet.
However, the brands subsequently faced challenges maintaining their momentum.
The reported wind-down comes amid Lively’s ongoing legal battle with her “It Ends With Us” co-star Justin Baldoni, which has drawn significant public attention. According to Inc., retail buyers also expressed concerns about the potential impact of the negative publicity surrounding the actress on her beverage brands.
An internal document that became public during Lively’s legal proceedings also revealed that both brands experienced significant declines in Amazon and retail sales in August 2024.
Neither brand had publicly announced an official closure as of Nov. 10, 2026.
Blake Lively’s Betty Buzz and Betty Booze business is reportedly shutting down.
Other celebrity brands that have shut down
Lively is among a growing number of celebrities and creators who have expanded into consumer products beyond their primary entertainment businesses.
Celebrity founders can bring immediate name recognition, built-in audiences, and significant promotional reach to a new product. However, those advantages do not guarantee sustainable sales.
Consumer brands must still compete for retail shelf space, attract repeat customers, maintain distribution partnerships, and differentiate themselves from competitors. Maintaining consumer interest beyond an initial celebrity-driven launch can also prove difficult, particularly in crowded categories such as beauty, fashion, and beverages.
The Betty Buzz and Betty Booze brands are not alone in facing business challenges. Several other celebrity-backed companies have recently shut down or entered financial distress.
Here’s some of my previous coverage on celebrity brand closures:
- Unwell Beverage Co.: Podcast host Alex Cooper’s beverage company is shutting down after launching in early 2025.
- Gxve Beauty: The beauty brand founded by music star Gwen Stefani gradually shut down in early 2026.
- Pat McGrath Labs: The luxury cosmetics brand by British makeup artist Dame Pat McGrath put its assets up for auction in December 2025 and filed for Chapter 11 bankruptcy in 2026.
The reported wind-down of Lively’s beverage business adds another example of the challenges celebrities can face when turning their personal brands into sustainable consumer businesses.
While a famous founder can generate attention and initial demand, long-term success ultimately depends on a company’s ability to maintain sales, distribution, and customer loyalty.
