Non-alcoholic RTD Free AF lands in the UK
New Zealand-born non-alcoholic ready-to-drink (RTD) cocktail brand Free AF has made its debut in the UK ‘just in time’ for the festive season.
Yesterday (2 December), Free AF’s Apero Spritz and Spiced Rumm & Ginger 250ml canned cocktails landed in Morrisons supermarkets across the UK.
The two expressions, along with the brand’s non-alcoholic Margarita, are now also available on Amazon and the Free AF website.
Free AF’s non-alcoholic versions of popular classic cocktails seek to give drinkers the ‘happy, feel-good glow of the real thing’, thanks to the brand’s signature trademarked ingredient, Afterglow – a ‘secret blend’ of botanical extracts that are said to deliver the warm happy glow of a cocktail, without the booze.
Lisa King, founder of Free AF, said: “The UK is one of the most exciting no/low markets in the world, and we’re thrilled to be launching with both Morrisons and online.
“Free AF exists to give people sophisticated, alcohol-free cocktails that taste and feel like the real thing – and Afterglow is what makes that possible. Our goal is to help retailers meet the huge and growing demand from consumers who want to drink less without compromising on taste, experience or culture.”
King founded Free AF in 2020 with the mission to reduce the alcohol in people’s lives by making alternatives that taste and feel ‘just as good, or better’.
According to Mintel’s UK Attitudes towards Low- and No-alcohol Drinks Consumer Report 2025, 58% of UK adults limit or do not drink alcohol.
Free AF has become the number-one non-alcoholic RTD in New Zealand and, following a successful launch into the US two years ago, the brand is now one of the fastest-growing alcohol-free RTDs. It is stocked in more than 4,000 US stores, including retail giants Target and Walmart.
It received backing from Pernod Ricard in 2023.
Since its launch, Free AF has grown sales by more than 100% year-on-year for two consecutive years.
Its globally bestselling SKU, Apero Spritz, will headline the UK launch.
A Morrisons spokesperson said: “Shoppers are increasingly looking for delicious alcohol-free options, and Free AF are changing the narrative with their flavour-led cocktails. We’re delighted to introduce the brand to the shelves at Morrisons this December.”
Free AF is being distributed by Red Star Brands. Each can has an RRP £2.50 (US$3.30).
Related news
AG Barr buys alcohol-free Strykk
