Hot ticket: Brooklyn Beckham is the latest celebrity to sneak hot sauce into food

First came the tequila. And then Rosa. Now the latest brand to gain celebrity endorsement isn't alcohol, it's hot sauce.

Recently, Brooklyn Beckham debuted on the spicy market with Cloud 23.

The £15 bottles of sauce in two flavors (spicy habanero and sweet jalapeno) and labels decorated with kissing cherubs are very similar to a luxury perfume brand.

The 25-year-old's nerve comes hot on the heels of singer Ed Sheeran's. Gloomy dead. Musician Alice Cooper has a line named after her greatest hits, including Poison Reaper, and Kim Kardashian has invested in Oprah Winfrey's favorite truffles with hot sauce. Channel.

However, celebrities aren't the only ones lighting up. Consumers have developed an insatiable appetite for hot sauces, with Ocado reporting a 10% year-on-year sales increase.

The online retailer carries more than 100 hot sauces, and searches for the Korean and Chipotle versions increased 850% and 292%, respectively.

But there are artisanal hot sauce brands that come in Instagrammable bottles and everything from ghost peppers to yuzu.

James Nicollian, co-founder of Some Like It Hot, an online store specializing in rare and imported editions, describes hot sauce as “the closest thing to magic.” It makes everything better.”

Nicolean tastes each flavor before stocking it. “My current account is 2,500. I have an extra fridge in my house and another in the garage for my own bottles.

Part of the rise in popularity can be attributed to the YouTube show Hot, in which celebrities try to answer questions while eating 10 chicken wings. Idris Elba vowed to complete the challenge, Jennifer Lawrence cried, and Ricky Gervais failed to complete it.

Bottle Shop co-founder Jen Ferguson sells hot sauces along with hop burns and Blackcraft beers, and says a case of the show's sauces is one of her bestsellers. “It costs over £100 but we sell hundreds and hundreds of packs. People like to recreate the challenge.

Elsewhere, there are hot sauce festivals, TikTok tours of hot sauce collections, and forums dedicated to encouraging tolerance. Nicolian is preparing to launch the UK’s first certified “Hot Sauce Sommelier” course.

The spiciness of hot sauce is determined by the Scoville scale, which measures the amount of capsaicin in a chili. Popularized by Da' Bomb Beyond Insanity, a hot sauce that measures 135,000 Scoville units (60 times hotter than a jalapeño), most of Ferguson's customers “want something full of flavor instead of eating food. I'm going to destroy them after two drops.

As Christmas approaches, Nicollian sees a demand for hot sauces for cheese boards and says, “There's a hot sauce for everything.” He sprinkles it on coffee, ice cream, and brings his favorite when he goes out to eat.

Once, when a cook committed a crime, Nikolian sent them a box. “They messaged me two weeks later asking if they could get more.”