New Zealand alcohol-free beverage brand, Free AF, is making its Coachella debut this month through a partnership with LA-based non-alcoholic retailer, The New Bar.
Free AF will be the only New Zealand alcohol-free brand at the festival taking place in Indio, California, on April 11-13 and 18-20.
Boasting headline acts including Lady Gaga, Green Day, Post Malone, and Travis Scott, 250,000+ festival-goers will now be able to try Free AF’s range of alcohol-free cocktails.
“The non-alcoholic landscape is evolving massively, and more people around the world are choosing to drink less or abstain from alcohol altogether,” says Lisa King, Founder of Free AF.
“The New Bar is helping lead this charge, transforming festival culture by offering immersive, premium non-alcoholic experiences.”
King says it’s not only consumers making a shift.
“More than a dozen artists performing at Coachella this year have publicly stated they don’t drink,” she says.
King says being at Coachella aligns perfectly with their mission – “to make not drinking, cool AF”.
Free AF’s presence in the U.S. market has expanded significantly in the last two years, growing from an initial 400 stores to over 4,000 nationwide, including major retailers like Sprouts, Walmart, and Target.
The brand’s visibility was further amplified through its Dry January collaboration this year with Khloé Kardashian & Kris Jenner.
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