Free AF invites consumers to ‘get drunk on life’
Non-alcoholic cocktail brand Free AF has debuted an out of home (OOH) campaign in the UK, US and New Zealand that aims to ‘challenge the norms’ of Dry January.
The global OOH campaign champions the brand’s belief that drinking less should never mean living less.
By rooting alcohol-free in nightlife, culture and self-expression, ‘Get drunk on life’ is said to reflect Free AF’s mission to make not drinking feel as exciting and desirable as drinking.
The New Zealand brand made its debut in the UK in December, and is now bringing its ‘bold and vibrant’ approach to the streets of London in a bid to challenge the norms of Dry January.
The brand’s guerilla fly posters appeared in Soho, Shoreditch and other ‘iconic’ London locations on Monday (5 January).
Each poster reimagines what it means to get ‘drunk’, featuring street photography that celebrates music, mischief and late-night energy rather than moderation, abstinence and control. The messaging seeks to counter the ‘tired wellness narratives’ that typically dominate the first month of the year.
Slogans include ‘Get drunk on reckless ideas’, ‘Get drunk on sunrise’, and ‘Get drunk on sore feet’.
Lisa King, founder of Free AF, said: “We created Free AF to challenge the idea that alcohol-free means quiet, careful or watered-down. The UK has one of the richest drinking cultures in the world and we want to show that choosing not to drink can be just as fun, messy, expressive and alive.
“‘Get drunk on life’ is about plugging into culture, not stepping away from it. This campaign is our loudest statement yet that alcohol-free belongs on the dance floor, on the street and in the energy of the night.”
Alongside the fly posters, Free AF will launch a social-first creative across the UK throughout January.
The activation will also be supported in January by guerilla-style sampling across London, as well as sticker graffiti.
The UK no and low category is undergoing rapid expansion. In 2023, the sector was worth in excess of £360 million (US$485.9m) – more than double its 2020 value.
By 2028, the category is forecast to grow to £800m (US$1.08 billion), according to Mintel and IWSR data.
According to IWSR, one in three UK adults consumed a no/low drink last year.
In addition, approximately 49% of younger adults are opting for no/low alcohol choices to moderate their drinking, according to 2025 figures from Drinkaware.
The brand’s Apero Spritz and Spiced Rumm & Ginger expressions are now available in Morrisons stores across the UK. All three cocktails, including the brand’s Margarita expression, are available on Amazon and the Free AF website.
Related news
Top 10 marketing moves from December 2025
