Af Launches Celebrity Partnership with Khloé and Kris Jenner – Leading the Sober Curious Trend

Af, an innovative alcohol-free beverage company, has secured a high-profile partnership with celebrities Khloé and Kris Jenner. Collaborating with LA-based creative agency New Ground, the brand’s vision has received a significant boost from the renowned Kardashian-Jenner sisters, who quickly signed off on the project.

AF’s Journey and Vision

Founded in 2020 by Lisa King in Auckland, AF is more than just an acronym standing for “as f***”; it symbolizes the brand’s commitment to alcohol-free beverages. King, known for her work with the social enterprise Eat My Lunch, quit drinking in 2019 and redirected her entrepreneurial energy into creating healthier alternatives to traditional alcoholic drinks.

Targeting the Sober-Curious Market

The concept behind Af is not to encourage abstinence but to provide an alternative for those embracing a “sober curious” lifestyle. This term refers to individuals who are reducing their alcohol consumption or considering healthier drinking habits.

New Zealand’s drinking habits have shown a positive shift in recent years, with adolescent drinking rates declining, and many Kiwis choosing to give up alcohol altogether. Studies by ACC, the Ministry of Health, and Stats NZ have highlighted the significant harm caused by alcohol and indicated a public shift toward more responsible drinking practices.

Popularity of Alcohol-Free Beverages on the Rise

The market for alcohol-free beverages is rapidly expanding, offering a wide range of options for sober curious consumers. These include 0% wines and beer, zero-proof spirits, sophisticated mocktails, and RTDs like those produced by Af. These products are gaining traction and have become a staple in many households and events.

Af’s canned drinks use a 100% natural botanical extract called Afterglow, which mimics the warmth of alcohol without the harmful effects. This innovative approach has made the brand a favorite among those seeking a healthier drinking experience.

International Expansion and Success

Af opened its first alcohol-free bottle shop in Ponsonby in 2022 and entered the US market in April 2023. Since then, the brand has seen tremendous growth, with its products now available in 3000 stores across 42 US states. King is optimistic about tripling the brand’s revenue in the country in the coming years, positioning Af as a leader in the alcohol-free beverages market.

Kardashian-Jenner Connection and Af’s Future Goals

This partnership with Khloé and Kris Jenner marks another milestone for Af. It follows previous collaborations between the Kardashians and Kiwi companies, such as Kourtney Kardashian’s involvement with Manuka Doctor and Khloé Kardashian’s equity stake in Dose & Co. These partnerships demonstrate the appeal of Kiwi innovation on an international scale.

King’s vision for Af in the US remains focused on increasing brand recognition and expanding its presence. As the trend for so-called “sober curious” behavior continues to grow, Af is well-positioned to lead the way by providing safe and enjoyable alternatives to traditional alcoholic drinks. The brand’s goal for 2025 is to not only continue but to accelerate this momentum and explore new markets.

Conclusion

Af’s partnership with Khloé and Kris Jenner is a significant step in the growing sober-curious movement. With a commitment to innovative, alcohol-free beverages and a successful track record in both New Zealand and the United States, Af is poised to continue making waves in the beverage industry.

As the world becomes increasingly health-conscious, the demand for alcohol-free alternatives continues to grow. Af’s successful partnership and innovative approach to beverage production make it an exciting player in this evolving market.

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