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Speaker 1: The boos free culture continues to expand. Currently, let me

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Speaker 1: give you some numbers. Forty three billion dollar business looking

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Speaker 1: to expand to eighty two billion in the next ten years.

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Speaker 1: This is globally free. AF is the New Zealand brand.

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Speaker 1: Of course, it's now expanding into the UK nationwide. In fact,

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Speaker 1: they've just kind of deal all with the supermarket chain

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Speaker 1: Morrison's and Lisa King is the drinks founder and as

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Speaker 1: well as Lisa morning.

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Speaker 2: Good morning mate.

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Speaker 1: The US story, Tell me about that. Have you been

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Speaker 1: successful there? And if you're successful in the US, how

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Speaker 1: do you grow further into a place like the UK.

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Speaker 2: Yeah, So we launched in the US about ten and

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Speaker 2: a half years ago, and you know it was actually

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Speaker 2: just starting out Lake New Zealand was when we first

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Speaker 2: launched back into at the end of twenty twenty and

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Speaker 2: so we were one of the first nine OUC ready

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Speaker 2: to drink cocktail brands to launch in the US supermarkets

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Speaker 2: and we started worth four hundred stores in the US

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Speaker 2: and we're now close to about four thousand wow stores.

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Speaker 2: So in a very very short time, they category and

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Speaker 2: space has just exploded and now you see products alcohol

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Speaker 2: free products like ours just pretty much everywhere and similar

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Speaker 2: to what we've seen happen in New Zealand.

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Speaker 1: What's driving Is it youth or something else.

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Speaker 2: There's definitely the stories around you know, gen z and

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Speaker 2: young people drinking less, but actually it's just this huge

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Speaker 2: trend towards moderation and people. A lot of people are

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Speaker 2: still drinking alcohol, but they're just moderating it and choosing,

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Speaker 2: you know, sometimes to drink a little less or in

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Speaker 2: between drinks, they're drinking non alcoholic versions. So there's definitely

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Speaker 2: more a drive towards moderating and reduction and being more

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Speaker 2: mindful about what you're drinking.

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Speaker 1: Is the spend down on the economy? So are you

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Speaker 1: part of an economic story when an economy contracts, you

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Speaker 1: contract or the people drink anyway and they may drink

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Speaker 1: it non alcohol and therefore you're not affected.

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Speaker 2: We haven't seen the impact like I think a lot

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Speaker 2: of other industries or brands or companies have. It's definitely,

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Speaker 2: you know, like alcohol is in decline globally, but for

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Speaker 2: alcohol free it's definitely what people are turning towards, and

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Speaker 2: so we haven't had that impact.

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Speaker 1: Now what about cultures? See I get it in a

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Speaker 1: place like California, maybe Florida where you are this morning.

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Speaker 1: You know, they're called literally I get all of that.

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Speaker 1: In Britain, it's a different culture, isn't it And booze

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Speaker 1: is a big part of it.

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Speaker 2: Yeah, and everyone's really surprised, you know, to hear that

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Speaker 2: actually a lot of Brits are choosing to go alcohol free.

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Speaker 2: And you know, half of UK adults now drink low

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Speaker 2: or no alcohol products and even pub visits like one

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Speaker 2: in three pub visits are now alcohol free in the UK,

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Speaker 2: and so it is surprising. But there is a huge

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Speaker 2: behavioral shift in the UK as well. And you know

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Speaker 2: with the lakes of say, Guinness zero. I've just read

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Speaker 2: somewhere that with an online shopping channel Ocado that Guinness

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Speaker 2: is out selling Guinness.

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Speaker 1: Wow, unreal, interesting times, Lisa, go well with it. I'm

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Speaker 1: glad you're I'm glad you're enjoying your success. Lisa King,

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Speaker 1: who's the Apiair drinks founder Guinness zero. I was actually

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Speaker 1: reading an article yesterday or the day before about ire

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Speaker 1: Island and it's linked to alcohol and you sort of

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Speaker 1: you know, first thing your dad does is roll you

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Speaker 1: down to the pub when you're sixteen and introduce you

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Speaker 1: to the Guinness and that's your life, and it's socializing

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Speaker 1: its small villages. It is what it is for more

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Speaker 1: from the mic Asking Breakfast, listen live to news talks.

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