Call Her Daddy star Alex Cooper launches Unwell Hydration with Nestlé

• Alex Cooper announced a new product: an electrolyte drink called Unwell Hydration.
• The Call Her Daddy star said the drink was low in sugar and contained B vitamins.
• Cooper’s move follows a trend of celebrities launching drinks brands.

Alex Cooper enters the beverage business.

The “Call Her Daddy” host announced Wednesday that she will launch Unwell Hydration, an electrolyte drink, early next year. The brand’s website says it will be available on January 1st.

“What could be my first consumer product? “It would probably make the most sense if it could be integrated into your uncomfortable lifestyle,” she said at the DealBook Summit on Wednesday, referring to her media network Unwell.

She said the drink is marketed primarily to women, is low in sugar and contains B vitamins. The website says it will be “gently caffeinated” and will be released Strawberry, orange hibiscus and mango citrus flavor.

The drink is a partnership with Nestlé. Cooper did not disclose the company’s ownership structure.

“Every time I grabbed an energy drink or any type of hydration drink, it was all geared toward men,” she told DealBook’s Andrew Ross Sorkin.

Still, it’s not the first celebrity drink on the market.

Energy or hydration drinks endorsed by famous faces have been around since at least the early 2000s, when 50 Cent struck a deal with Vitamin Water that resulted in a $100 million profit, according to Forbes. There have been several others since then. For example, 50 Cent launched a successor beverage brand, Street King, which now no longer exists; Dwayne Johnson created Zoa; and Kim Kardashian has Alani Kimade.

Perhaps the most successful of all was YouTubers Logan Paul and KSI’s Prime Hydration. While the company has struggled with legal battles in recent months, it has grown in popularity following its launch in 2022. Bloomberg reported that revenue would rise to over $1.2 billion in 2023.

Then there are the famous alcohol brands, some of which have proven to be extremely lucrative. George Clooney pocketed more than $200 million when he sold Casamigos to Diageo in 2017, Sean Combs earned nearly $1 billion over his decade-plus partnerships with Cîroc and DeLeón, and Ryan Reynolds and his partners sold Aviation American Gin for $610 million.

Cooper could also soon jump on this trend. In November, Cooper’s company filed a trademark application with the U.S. Patent and Trademark Office for a product called “Popular Vodka by Unwell,” which consists of alcoholic beverages (other than beer), including distilled spirits, fruit brandies, liqueurs, liqueurs, vodka cocktails, etc Prepared cocktails, mainly consisting of distilled spirits.

Cooper has also expanded her media business. Last year she founded Unwell Network, which produces a series of podcasts from influencers such as Alix Earle, Harry Jowsey and Madeline Argy. In August, Cooper signed a three-year deal with SiriusXM worth up to $125 million.