New Zealand beverage exporter Free AF has significantly expanded its presence in the US, securing nationwide distribution through Whole Foods Market and Kroger in a move that adds more than 1,400 stores to its network.
The latest rollout takes the brandโs total US distribution to more than 4,000 stores, including existing placements with Walmart, Target and Sprouts Farmers Market,ย marking a major milestone in its international growth strategy.
The expansion begins in March, with Free AF launching its Margarita Variety 4-Pack and Apero Spritz 4-Pack ranges across both retailers. The Whole Foods rollout spans 520 stores, while Kroger will carry the products in 915 locations nationwide.
Founder Lisa King says the Whole Foods listing represents a key objective achieved in the companyโs US market entry.
โWhen we launched in the US, Whole Foods was at the top of our list of retailers we wanted to get into, so it’s exciting to see it finally happening. It’s also a fun coincidence launching into Kroger right as Greg Foran takes the reins as CEO – we worked with Greg when he was at Air New Zealand, so there’s a nice Kiwi connection there.โ
The Whole Foods launch also coincides with the retailerโs Women in Business spotlight during March, aligning with Womenโs History Month and International Womenโs Day.
Free AFโs U.S. expansion follows further international growth in late 2025, including entry into UK retailers Morrisonsand Amazon UK, broadening its distribution footprint across key export markets.
The companyโs growth aligns with wider changes in consumer behaviour, as demand rises for premium non-alcoholic alternatives. Industry data points to a long-term moderation trend, with a declining proportion of US adults consuming alcohol and more consumers alternating between alcoholic and non-alcoholic options.
Free AFโs product range incorporates its proprietary Afterglowโข botanical extract, designed to replicate the warming sensation associated with alcohol while remaining alcohol-free, a point of differentiation in an increasingly competitive category.
Founded in Auckland in 2020, Free AF has positioned itself not only as a beverage company but as part of a broader lifestyle shift toward reduced alcohol consumption.
The brand is now distributed across multiple international markets and has received more than 45 international awards, reflecting growing recognition in the global beverage sector.
With its latest U.S. expansion, Free AF is continuing to build scale in one of the worldโs most competitive consumer markets, a step that reinforces the potential for New Zealand-founded brands to grow internationally through a combination of strong positioning, retail partnerships and evolving consumer demand.
