Free AF joins the line-up at Coachella

New Zealand alcohol-free beverage brand Free AF made its debut at world-renowned festival Coachella in April, in partnership with LA-based non-alcoholic retailer The New Bar.

The festival, held in the Colorado Desert, draws more than 250,000 attendees with this year’s headline acts including Lady Gaga, Green Day, Post Malone, and Travis Scott.

Free AF's premium range of alcohol-free cocktails was available at The New Bar, Coachella’s exclusively non-alc bars on site.

Free AF founder, Lisa King, says that collaborating with The New Bar at Coachella was an incredible opportunity to showcase their non-alcohol cocktails to a global audience.

“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."

The partnership follows Free AF’s Dry January collaboration this year with Khloé Kardashian & Kris Jenner, and its expansion into the U.S. market over the last two years, where its presence has grown to more 4,000 stores nationwide.