Celebrity endorsements have long shaped consumer behavior, but the latest wave of influence is hitting the wellness aisle—particularly in CBD-infused energy drinks. Over the past few years, a growing list of actors, athletes, and musicians have aligned themselves with CBD beverage startups, helping the category evolve from niche to mainstream.
One of the earliest and most visible examples is Joe Rogan’s collaboration with Kill Cliff. What began as a limited-edition “Flaming Joe” flavor quickly expanded into a full Energy + CBD collection, combining hemp-derived cannabinoids with around 120 milligrams of caffeine. The line aims to deliver smooth, sustained focus rather than the harsh jolt associated with traditional energy drinks. Retailers and gyms alike have embraced the Rogan-backed cans, catering to both pre- and post-workout consumers seeking a more balanced buzz.
Meanwhile, musician and producer Ryan Tedder of OneRepublic took a lighter, hydration-focused approach with MAD TASTY. His sparkling hemp water line offers crisp, fruit-forward flavors without caffeine, appealing to those who prefer a calm, refreshing energy lift. Positioned at the intersection of wellness and style, MAD TASTY targets creative professionals and on-the-go consumers looking for functional yet fashionable hydration.
Country legend Willie Nelson extended his long-standing connection to hemp with Willie’s Remedy, a brand infusing full-spectrum CBD oil into craft coffee beans. This product bridges the gap between ritual and remedy—offering caffeine’s natural boost with CBD’s relaxing qualities. For many newcomers, it’s an approachable way to experience the balancing effect of cannabinoids without venturing into unfamiliar beverage territory.
Athletes have also entered the CBD drink arena, with Miraflora—founded in part by former NFL player and pro skier Jeremy Bloom—offering 35-milligram CBD sparkling beverages. The brand’s +Sport range includes vitamins and minerals designed for active recovery and sustained performance, fitting neatly into the broader “clean energy” movement that continues to dominate retail beverage trends.
Overall, celebrity-backed CBD energy drinks are giving the category credibility and shelf appeal that smaller labels struggled to achieve alone. With recognizable names on the packaging, consumers feel more confident trying CBD-infused beverages for focus, calm, or recovery. For retailers, the opportunity lies in clear product education—emphasizing “calm energy” over caffeine overload and highlighting dosage transparency, lab testing, and functional benefits.
This blend of star power and science has pushed CBD drinks beyond boutique wellness circles and into national retail spaces. The next phase of growth may depend on how effectively these brands continue to merge celebrity identity with authentic product performance.