Additive Free Alliance expands beyond Tequila
The Additive Free Alliance (AFA) has relaunched as a non-profit organisation open to all agave-based products.
Founded by Tequila website and app Tequila Matchmaker in 2020, the Additive Free Alliance is now an independent entity after filing for non-profit 501(c)(3) status with the Internal Revenue Service (IRS).
Previously limited to Tequila brands, the organisation has expanded to include other agave-based spirits and products such as raicilla, mezcal and agave syrups.
The AFA described itself as a ‘trusted third-party source of honest information and verification’.
Companies that choose to join the AFA must agree for their products to undergo an independent liquid chromatography lab analysis and sensorial evaluation to confirm that they are free of additives such as artificial sweeteners and flavourings, sugar, and added glycerin and propylene glycol.
Nosotros Tequila founder Carlos Soto said one of the benefits of joining the revamped AFA is that the process is entirely lab-based, without the need to visit the distillery. Nosotros was previously unable to join the alliance because of its contract distillery’s privacy practices.
“Consumers are increasingly thoughtful and deliberate about the products they purchase and the food and drink they consume, particularly in a world filled with misinformation and clever marketing,” said Lee Applbaum, president and chief operating officer of Round 2 Spirits, owner of Weber Ranch Vodka, which has recently joined the AFA.
“The Additive Free Alliance provides consumers, bartenders, and retailers objective, verifiable information they need and deserve, while giving producers like us a way to reinforce our transparency, integrity, and trust.
“It’s a win-win, and we’re honoured to be the organisation’s first non-Tequila member, committed to honouring the beauty of unadulterated agave.”
The new AFA launches with more than 100 brands, almost 400 products, 125-plus retail partners, and 42 distilleries.
Grover Sanschagrin, founder of Tequila Matchmaker and the new board president of AFA, stressed: “It’s important to note that the AFA is not against brands that use additives. From the very beginning, our goal was simply to seek transparency in product labelling.
“The AFA is not a regulator, or an official certification. We’re an independent non-profit organisation of like-minded member companies that are committed to transparency, community, and honesty.”
Participating brands and companies pay for their own lab tests. After one year in the programme, members contribute a nominal fee to help with operational costs and random lab testing.
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