The last few weeks has seen the launch of a significant new business in the world of alcohol-free. But Freed From isn't a producer. It's an importer and distributor that focuses entirely on low and no-alcohol drinks.

The company currently has 43 producers on its books, spanning 180 non-alcoholic wines, spirits and elixirs.

Chosen with care

The selection process has been long and thorough. Since 2023, promising drinks have been put before an independent tasting team of sommeliers, mixologists and alcohol-free experts.

According to Charles Davies, Freed From's founder and CEO (below), the company has considered more than 9,000 drinks from over 2,300 producers in 57 countries to arrive at the existing Freed From Collection – and he says that the portfolio will keep developing. With the exception of beers and RTDs it's very  much a one-stop shop for non-alcoholic drinks.

Trade focus

There are, of course, a number of very good alcohol-free specialist retailers out there. But often a significant element of what they do is selling to consumers or fulfilment for producers selling DTC.

Freed From is different because it is focused on supplying AF drinks to the trade: bars, restaurants and retailers, as well as wine merchants and specialist businesses such as gifting companies. The company says it will run regular tastings for trade customers, showcasing the brands it has selected.

One account, many drinks

Bars and restaurants, in particular, have found it hard to get the AF range they want from their existing drinks suppliers, and have been reluctant to open multiple accounts with small specialists or individual producers. As a result, although non-alc ranges in bars and restaurants have developed over the last five years, progress has been slow.

Because Freed From operates like a traditional drinks provider - as curator, importer and distributor - giving the trade access to a large AF drinks portfolio under one account, it could provide a real shot in the arm for AF drinks in hospitality.

And while the company is starting in the UK, it also plans to expand into Spain and Portugal over the next few years. So very much a business to keep an eye on!