Free AF, the Kiwi beverage company known for its non-alcoholic cocktails, will introduce a taste of New Zealand to Coachella this weekend.
More than 250,000 people are expected to attend the California music festival over two weekends, with a stacked line-up of acts such as Lady Gaga, Charli XCX, Travis Scott and Post Malone.
Festival-goers will now be able to sip on the brand’s range of alcohol-free cocktails at The New Bar, Coachella’s exclusively non-alcoholic bars.
Free AF founder Lisa King said the brand was “thrilled” to bring a taste of New Zealand’s “vibrant alcohol-free culture” to one of the world’s most iconic festivals.
“It’s an incredible opportunity to showcase our non-alcohol cocktails to a global audience.”
Interest in non-alcoholic beverages has surged in recent years, with one survey saying sales were growing by around 30% each year.
Free AF has already broken into the US market, with products stocked in major retailers such as Walmart and Target.
The brand also gained visibility earlier this year when Khloé Kardashian and Kris Jenner promoted the drinks during Dry January.
King said the non-alcoholic landscape was “evolving massively”.
“More people around the world are choosing to drink less or abstain from alcohol altogether.”
And it’s not just the punters choosing not to drink at the festival either, she said.
“More than a dozen artists performing at Coachella this year have publicly stated they don’t drink.
“Being at Coachella marks our biggest activation of the year, aligning perfectly with our mission – to make not drinking cool AF.”
