Kiwi alcohol-free drinks brand, Free AF, is expanding into the UK this December, launching its range of alcohol-free cocktails nationwide through supermarket chain, Morrisons.
The expansion will see Free AF become the first New Zealand alcohol-free producer to secure UK supermarket distribution, with the range also being sold online via and af-drinks.com.
“Once known for its pub-led drinking culture, the UK is now one of the fastest-growing alcohol-free markets in the world,” says Lisa King, Free AF Founder.
According to Mintel’s 2025 Attitudes Towards Low- and No-Alcohol Drinks report, the UK low/no category is now worth £413 million, growing +18.7% in value and +12.4% in volume.
“Almost half of UK adults now choose low- and no-alcohol drinks , with many still drinking alcohol too,” says King.
“Led by Millennials and Gen Z, this shift isn’t about sobriety – it’s about moderation. A new wave of mindful drinkers is redefining what it means to be social, sophisticated and in control.
Celebrating their fifth year in business, the brand has grown from a start-up that launched around a dining table during COVID lockdowns, to a company now sold in New Zealand, the US and the UK.
“It’s certainly not easy to scale a business during these difficult times, so entering the UK market is a huge milestone for us,” says King.
“We’ve taken the early lessons learnt from launching first in New Zealand to help us expand into the US, and now the UK.
“Every stage of growth has been shaped by our customers here at home. Their feedback influenced everything – from flavour to purpose – and that’s what’s enabled us to scale globally.”
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