Even when the cameras aren’t rolling, movie stars and musicians are lending their star power to a different venture — beverages.

The Kardashian family has been one to watch in the beverage space, with Kim Kardashian joining energy drink brand Update and Kylie Jenner expanding her vodka soda brand into hydration powder. Award-winning actors have also stepped up their presence in the past year, including George Clooney’s venture into nonalcoholic beer and “Breaking Bad” stars Bryan Cranston and Aaron Paul move into tequila.

While the concept of celebrity-backed beverages has been fodder for sitcom subplots and social media alike, the marketing tends to work. More customers are willing to try something unfamiliar when a celebrity has endorsed it, and the strategy can help a brand stick out in a crowd of options, especially for younger drinkers.

The alcohol space has remained saturated with celebrities, but both nonalcoholic and alcoholic beverage companies have seen celebrity movement, including hydration, soda and energy drinks.

Beverage giants are paying attention, and in some cases, buying into the celebrity-established brands. Sazerac recently bought a stake in Kendall Jenner-backed 818 Tequila, and it bought a stake in influencer Alix Earle’s Sipmargs.

Below, explore the ways celebrities are venturing into the beverage business.