Local beverage start up AF Drinks has taken out four medals including gold in the International Spirits Business Low & No Masters 2022 Awards, held in London for its ready to serve, alcohol free beverages.
The Kiwi brand, which launched in December 2020, took out gold for AF Apero Spritz and silver medals for its AF Classic G&T, AF Cucumber G&T and AF Dark & Stormy drinks.
The awards, launched in 2021, had a 66% increase in entries to the previous year, representative of the fierce growth within the category over the past 12 months. With global growth of the category estimated at 31% by 2024 (IWRS), the Awards set out to determine the quality of what’s being launched and if those drinks actually lived up to expectations.
With over 150 entries across categories, AF Drinks was up against solid competition from established global brands in the non-alcoholic, ready-to-drink category.
“It’s a real honour to receive these medals especially given we have only been in market for just over a year. It’s great to be recognised by spirit specialists and sommeliers, alongside established global brands in this relatively new local category,” says Lisa King, founder of AF Drinks.
King also founded Eat My Lunch in 2015.
Kiwis thirst for alcohol free drinks continues to grow, reflecting a growing global trend with the discerning drinker – particularly younger people – requiring non-alcohol alternatives that taste good.
“We know the alcohol free spirit trend is here to stay. NZ is a little behind the trend, however, with mass growth in Europe and the US, achieving recognition at these Awards is a great sign that AF drinks hit the spot for taste and quality.
“In just a year, we’ve already replaced 600,000 alcoholic drinks with AF drinks. We’ve also been working hard to change the perception of not drinking which traditionally has come with some stigma.
“AF is about creating a positive lifestyle where you can feel comfortable about not needing to drink all the time, but can still socialise and have fun. We want to create a world where it’s okay to make your own decisions and feel confident about it,” says King.
AF Drinks’ range is available in over 350 outlets throughout New Zealand, and is also available in Singapore. The company is planning to make AF available in more overseas markets this year.
AF is New Zealand made and ready to serve; it is natural, low in sugar and calories. There are currently six offerings AF Classic, Cucumber and Pink Grapefruit G&Ts, AF Cuba Libre, spicy AF Dark & Stormy and just launched summer AF Apero Spritz.
