Business Is Boring How AF Drinks is leading their space in the US
Jul 14, 2025
In this engaging discussion, Lisa King, founder of AF Drinks, shares her journey building a fast-rising alcohol-free beverage brand. She reveals the strategic steps taken to penetrate the U.S. market, landing in 4,000 retail outlets. The conversation dives into the growing trend of non-alcoholic drinks and how consumer preferences are shifting, especially among younger generations. Lisa also discusses the challenges of scaling a consumer goods company while maintaining strong values and brand credibility in a competitive landscape.
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Young US Consumers Choose Moderation
- Younger generations in the US prioritize health and value avoiding hangovers to enjoy active weekends.
- Many also find alcohol too expensive and prefer moderation rather than complete sobriety.
Making Non-Alcoholic Drinks Cool
- AF Drinks aims to provide an aspirational, fun alternative to alcohol rather than judging drinkers.
- Making the product cool and visually appealing encourages people to proudly choose non-alcoholic options.
Rapid Scaling From 50 to 400 Stores
- AF Drinks initially planned for 50 US stores but rapidly launched to 400 with Sprouts.
- They learned to navigate thousands of unique US retailers, finding regional opportunities to grow rapidly.