Free AF first launched in the United States with the Walmart and Target hypermarket chains back in 2024, and its entry into Whole Foods and Kroger marks increased access to upper-middle class consumers.
“This move adds over 1,400 stores to our US network with presence in over 500 Whole Foods stores and over 900 Kroger stores nationwide, taking our total American distribution to over 4,000 stores so far,” Free AF Founder Lisa King said.
“This rollout will see our Margarita Variety 4-Pack and Apero Spritz 4-Pack launched in both chains, [and is indicative of a trend where] international retailers are increasingly responding to rising demand for premium alcohol-free options.”
She cited recent analyst data showing less US adults than ever are now drinking alcohol at just 54%, a number Gallup states to be the ‘lowest level recorded in nearly nine decades of tracking’.
“This is part of a wider global moderation movement, as consumers increasingly alternate between alcoholic and non-alcoholic drinks,” she added.
“[This can be seen outside of the US as well, as we recently] also have had a strong year of international expansion, where we launched into Morrisons and Amazon in the United Kingdom.”
How can zero-alcohol stand apart?
Naysayers of the low-to-no alcohol category often comment on the similarities between such drinks and beverages such as sodas or flavoured teas — but Free AF has successfully created a proprietary ingredient to bring something different to the table.
“Our proprietary Afterglow botanical extract is designed to replicate the warming sensation of alcohol, while the product remains entirely alcohol-free,” she said.
“It is all-natural, plant-based and delivers all the cocktail sensations - warmth, tingle, and good vibes.”
According to the firm, Afterglow’s main mechanism is to ‘gently activate receptors similar to chocolate and chilli’ on the tongue, which then translates into the bite and tingles that are usually only found in stronger liquors, as well as the corresponding warmth of alcohol thus making the alcohol-free cocktail taste like ‘the real thing’.
Every can of Free AF contains between nine to 68 calories and the firm has committed to using only natural ingredients, meaning zero artificial flavours, colours, or preservatives. From a sugar perspective, it does not use sweeteners either.
Although it does use organic sugar to balance taste, sugar content across its range averages at less than 5% to 6% per 250ml can.
“Free AF is not just about an alcohol-free product, but about a world where it’s okay to make your own decisions and to do that with confidence [and] without feeling socially awkward,” King said.
Given its non-alcoholic and natural composition, Free AF has even been consumed by pregnant and breastfeeding consumers, further bolstered by the firm’s decision to leave out the functional ingredients.
“Adaptogens or nootropics like ashwagandha, rhodiola or L-theanine [are in-demand functional ingredients], but we do not contain any of these as these are generally not recommended for pregnancy or breastfeeding,” the firm stated.
“Free AF drinks have been designed to be an inclusive choice, and even Afterglow is a 100% natural botanical that is considered safe for everyone at the small, food-level amount.”
In addition to the variants available in the US, Free AF also has a wide portfolio of non-alcoholic cocktails to ensure there is a choice for everyone. These include classics like G&T, Apero Spritz and VØD%A Spritz, as well as the Dark and Stormy — all cheerful plays on the names of classical alcoholic cocktails.
Hear more from the alcohol-free industry in the BeverageDaily free-to-attend webinar, now available on-demand here: Innovation in low and no alcohol 2026!
