Kiwi alcohol-free cocktail brand Free AF is making its Coachella debut this weekend.

By partnering with LA-based non-alcoholic retailer The New Bar, Free AF will be the only NZ alcohol-free brand at the global festival.

This year, Coachella will feature headline performances by Lady Gaga, Green Day, Post Malone and Travis Scott.

More than 250,000 festival-goers are expected at the event, which will take place across two weekends: April 11-13 and April 18-20.

Free AF founder Lisa King says: “We’re thrilled to bring a taste of New Zealand’s vibrant alcohol-free culture to one of the world’s most iconic festivals together with The New Bar.

“Collaborating with The New Bar at Coachella is an incredible opportunity to showcase our non-alcohol cocktails to a global audience.”

Non-alcoholic surges

While festivals are traditionally booze-fuelled affairs, the demand for non-alcoholic options is rapidly growing.

According to NielsenIQ, the non-alcoholic category continues to surge. It’s growing 30% annually and projected to reach $1 billion in sales by year-end.

Gen Z is leading this movement, with over 45% reporting they have never had an alcoholic drink.

“The non-alcoholic landscape is evolving massively. And more people around the world are choosing to drink less or abstain from alcohol altogether. 

“The New Bar is helping lead this charge, transforming festival culture by offering immersive, premium non-alcoholic experiences,” says King.

Making not drinking cool AF

Free AF’s presence in the US market has expanded significantly in the last two years.

It grew from an initial 400 stores to over 4,000 across America, including major retailers such as Sprouts, Walmart and Target.

The brand’s visibility was further amplified through this year’s successful Dry January collaboration with Khloé Kardashian and Kris Jenner.

King says: “It’s not only consumers making this shift. More than a dozen artists performing at Coachella this year have publicly stated they don’t drink. That reinforces the importance and relevance of The New Bar’s presence.

“Being at Coachella marks our biggest activation of the year, aligning perfectly with our mission – to make not drinking, cool AF.”