Musician Jordan Stephens says he was dropped from a campaign to promote a non-alcoholic beer because he spoke too openly about his sobriety.
Stephens, 33, best known as one half of the hip-hop duo Rizzle Kicks, was in talks to front a campaign for Madri Excepcional’s alcohol-free lager when the deal fell through.
“Just lost a job with a 0% alcohol brand for being too open about my sobriety,” Stephens posted on Instagram.
The artist, who grew up in Neasden, northwest London, and Brighton, has been an outspoken advocate for sobriety since the release of his memoir Avoidance, Drugs, Heartbreak and Dogs last year.
The book, whose title abbreviates to ADHD — a nod to his own diagnosis — details his struggles with addiction, fame, and mental health. Stephens has been sober from alcohol and cocaine for six years.
In his memoir, Stephens recounted how he turned to cocaine, alcohol and prescription drugs to cope with the pressures of fame, ADHD, and the grief of losing his grandmother and a close friend. His life also spiralled after he admitted to cheating on his then-girlfriend.
Since his recovery, Stephens has become a prominent voice on mental health and toxic masculinity. As part of Rizzle Kicks, he notched up five Top 10 singles and a platinum-selling debut album.
Madri Excepcional is produced by brewing giant Molson Coors, which has since apologised to Stephens, The Times reported.
Molson Coors said, “We take the same robust and responsible approach to marketing all our brands, whether or not they contain alcohol. We have enormous respect for the journey Jordan and others have been on and recognise that this is a very personal experience.
“Making that very personal experience a part of how any of our brands show up doesn’t feel right to us and doesn’t meet the marketing standards we apply across our whole portfolio. That’s why, frankly, Jordan should not have been approached. We got this wrong and wholeheartedly apologise to Jordan for how this has been handled.”
The zero alcohol market is growing in the UK and was valued at £380 million in 2024, according to Mintel, the market research agency. Alcohol-free beer is the largest segment and sales increased by 20 per cent last year.
The market has been driven by shifting attitudes of younger people who focus on fitness, physical and mental health; 39 per cent of 18 to 24-year-olds do not drink alcohol, according to a poll by the Portman Group, an industry body that regulates labelling.
