On Wednesday, singer/actress Jennifer Lopez announced the launch of her new alcohol brand, Delola. The Italian coast-inspired beverage company has been in the works for two years and was founded by Lopez, drinks industry veterans Ken Austin and Jenna Fagnan, and her manager Benny Medina. A press release reveals that “Lola” is a longtime nickname of Lopez’s that shows her “more playful, carefree side.”
In an Instagram post, Lopez commented, “The secret is out!!! I’m proud to share with you @DELOLA … my new collection of unique, mixology-level ready to enjoy spritzes. More is #OnTheJLo. Let’s live the #DelolaLife together ✨💙 📸 @gregswalesart.”
The announcement was met with heavy backlash from fans, though, who noted that Lopez herself does not drink. Fans took to the comments section of Lopez’s Instagram announcement video to express their disappointment in her decision to launch an alcohol brand.
Comments ranged from “This is such a money grab ugh” and “Why not create a NA brand considering you’ve been outspoken about the negative effects of alcohol and that you yourself don’t drink?” to “For argument sake, sure it’s business and it’s about money, but it just seems fake AF to be promoting alcohol under the guise of ‘living a little’ when she talks about how bad alcohol is for her skin and is not part of her lifestyle.”
Another comment said, “I thought you’ve openly talked about not being a drinker because of how bad it is for you and also your hubs is in recovery. This feels like such a weird move for $$, I was hoping it was an elegant NA cocktail when I first saw this post…”
Despite the backlash, Lopez has not yet commented on the criticism. Delola is described as a “refreshing, all-natural, gluten-free and low-calorie alcoholic beverage,” and Lopez has said that it was “created to encourage everyone to enjoy life and live it to the fullest.” The beverage will be available in two flavors, Sicilian Lemon and Blood Orange, and is set to launch in stores and online in April.
While Lopez’s decision to launch an alcohol brand has been met with criticism, it remains to be seen if the brand will be successful. With a celebrity endorsement and a unique flavor, it may be possible that Delola will be a hit with consumers, despite the controversy.
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