Somewhere between the bottomless mimosas and the third round of spicy margaritas, Hollywood quietly crowned a new lifestyle icon: the professional day drinker.
It's no longer a walk of shame from last night's afterparty — it's a badge of honor, a sunny patio aesthetic, and apparently the fastest way to go viral on a random Tuesday.
Jennifer Lopez kicked off the trend last month when a fan video surfaced of her clinking glasses at a noon brunch in Miami, captioned simply "it's 12 somewhere." The clip racked up over 18 million views in 48 hours, with commenters praising her "unbothered queen energy." Her team hasn't confirmed what was in the glass, but the internet has already decided it was tequila.
The Beckhams have been quietly fueling the fire for years.
Victoria Beckham once admitted on a talk show that she and David enjoy "a little rosé at lunch" while their kids are at school, calling it "our version of date night." That clip resurfaced this week and promptly became a TikTok sound used in over 90,000 videos.
Industry insiders say it's a mix of post-pandemic "life is short" energy and the rise of the "soft celebrity" — stars who post errands, snacks, and casual drinks instead of red carpets and private jets.
Day drinking reads as relatable, spontaneous, and just reckless enough to feel fun without crossing into messy.
It also photographs beautifully in golden hour lighting, which is basically free publicity.
A wave of canned cocktail and spritz companies are now fighting over celebrity partnerships, with one marketing exec telling us that "the brunch slot is the new Super Bowl ad." Kendall Jenner's 818 Tequila, Ryan Reynolds' Aviation Gin, and a dozen smaller labels have all leaned into daytime campaigns this year.
The message is consistent: drink early, drink pretty, post it.
Parenting blogs and wellness influencers have pushed back, arguing that glamorizing daytime drinking sends the wrong message — especially to younger fans who treat celebrity posts as lifestyle guides.
A few stars have already faced backlash for clips that felt less "fun aunt" and more "please call someone." The line between aspirational and concerning is thinner than a lime wedge.
Still, the trend shows no signs of sobering up.
With summer approaching, expect more patio selfies, more "it's 5 o'clock somewhere" captions at 2 p.m., and at least one A-lister launching a brunch-themed liquor brand by August.
Hollywood loves a comeback story, and this one comes with a salt rim. **Our take:** Day drinking as a celebrity flex is harmless until it isn't — and the stars who make it look cute rarely show the hangover.
Final Thoughts
Enjoy the memes, but maybe don't take lifestyle advice from someone whose job is literally being photographed.