In 2020, when FREE AF founder Lisa King decided to cut back on alcohol, she saw a gap in the market – not just for a nice, grown up AF drink, but for a brand that could lead an attitude shift.

Lisa could see her new alcohol-free lifestyle being more permanent, but she got a lot of push-back. “I was thinking I’m making a really good choice here, but I was made to feel socially awkward. That’s where the idea for Free AF came from – not just a product, but a world where it’s ok to make your own decisions and to do that with confidence.”

And that became AF’s mission – to reduce the alcohol in people’s lives by making alternatives that taste and feel as good, or better and make not drinking cool AF.