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.
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.
It’s not about reducing the fun. AF is about giving people the freedom and choice to stay out, have a drink, and socialise – without the stigma or the hangover
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