Jordan Stephens, the well-known hip-hop artist, reveals that he was removed from consideration for a zero percent beer campaign due to his candid discussions about his sobriety.

The 33-year-old performer, part of the musical duo Rizzle Kicks, had been in negotiations to promote Madri Excepcional, an alcohol-free lager, when the brand decided to back out.

He shared on his Instagram, “I just lost a job with a 0% alcohol brand for being too open about my sobriety.”

Having grown up in Neasden, northwest London, and Brighton, Stephens has been a vocal advocate for sobriety following the release of his memoir, Avoidance, Drugs, Heartbreak and Dogs, last year, which chronicles his battle with addiction stemming from his attention deficit hyperactivity disorder (ADHD). He has been sober from alcohol and cocaine for six years.

Stephens commented, “It was an unusual situation where I was approached by a zero percent alcohol brand, which I appreciated since I don’t drink. I’m aware of the drinking culture, and I think promoting zero percent options is a fantastic way to share that message. It was a lucrative opportunity that aligned with my principles.”

However, after initial discussions, he received an email stating that the company had reviewed his social media presence and concluded that his outspoken approach to sobriety was unsuitable for the ambassador role. He noted, “A zero percent brand calling me too sober is absurd.”

A spokesperson for the promotional agency stated: “There are stringent guidelines regarding alcohol brands and their associations with celebrities, even within their non-alcohol portfolio. Given Jordan’s vocal history about his struggles, this unfortunately ruled him out this time.”

Stephens detailed in his memoir how he had turned to cocaine, alcohol, and prescription drugs to manage the pressures of fame, ADHD, and personal losses, including the death of his grandmother and a friend’s suicide. His struggles further intensified after infidelity in his past relationship.

Since then, he has emerged as a strong advocate discussing issues around toxic masculinity and mental health. Rizzle Kicks has enjoyed multiple top ten hits and their debut album achieved platinum status.

Madri Excepcional is produced by Molson Coors, who have since expressed regret regarding the situation with Stephens. Critics note that many zero percent brands are still owned by traditional alcohol companies, leading to speculation that these firms may hesitate to promote sobriety too widely.

Millie Gooch, a prominent influencer and founder of Sober Girl Society, echoed this sentiment on TikTok, stating, “Many non-alcohol brands are linked to the alcohol sector and don’t want to collaborate with sober advocates who openly discuss their sobriety. Additionally, sobriety still carries a negative stigma in marketing, often associated with being unexciting. I have been advised by brands not to use the term ‘sober,’ prompting me to refuse their partnership.”

Stephens noted, “This situation has highlighted the need for authentic partnerships and genuine connections. There’s a demand for support within the sober community rather than perpetuating false narratives.”

Michael Baggs, co-founder of the alcohol-free beer brand Mash Gang, pointed out that newer companies in this market often shy away from working with sober influencers to play it safe for potential acquisitions.

“Once the investment potential became clear, the no-alcohol sector rapidly expanded,” he shared. “Some brands are wary of sober creators because their authenticity can be polarizing, which may jeopardize mass appeal.”

The zero alcohol market is experiencing significant growth in the UK, with Mintel, a market research firm, valuing it at £380 million in 2024. Alcohol-free beer accounts for the largest share, with sales increasing by 20 percent last year.

Changing perceptions among younger demographics, who prioritize physical and mental health, are driving this trend; a survey by the Portman Group revealed that 39 percent of individuals aged 18 to 24 do not consume alcohol.

Molson Coors stated, “We apply the same high standards to marketing all our brands, regardless of alcohol content. We respect Jordan and others on their personal journeys and realize that incorporating such personal experiences into our branding doesn’t align with our marketing principles. We recognize that Jordan should not have been approached and sincerely apologize for how this was handled.”