New non-alcoholic drinks distributor Freed From has launched in the UK after a three-year global search that saw around 9,000 wines, spirits and elixirs tasted.
The business, founded by entrepreneur and financier Charles Davies (pictured), has selected “fewer than 4%” of the drinks assessed to achieve its Made The Grade classification, with those products considered for inclusion in the Freed From Collection.
The drinks were sourced from around 2,300 producers across 57 countries, with the final collection spanning non-alcoholic wines, spirits and elixirs. The company’s portfolio brochure lists around 40 producers, including Bel Nada Drinks from Switzerland, Finote from France, Joy’s Island Spice from the US and Weingut Bernhard Ellwanger from Germany.
Freed Distribution, the UK distribution company within the Freed From Group, launched this week, with expansion into Europe through Freed From SL planned from 2027.
Davies, who has lived alcohol-free for many years, said his interest in the category began with a search for drinks that offered more than an alternative to alcohol.
“I became fascinated by the producers creating genuinely exceptional drinks, rather than simply alternatives to alcohol,” he said. “That led me on a three-year journey of discovery, tasting thousands of non-alcoholic wines, spirits and elixirs from around the world – and ultimately to Freed From.”
The drinks considered for the collection were assessed by The Independent Panel, comprising professionals from the international drinks and hospitality industries, including sommeliers and mixologists.
Wines were assessed under controlled tasting conditions, while spirits and elixirs were evaluated according to producers’ recommended serves. Freed From said Made The Grade was a classification rather than an award, endorsement or marketing badge, based on the professional judgement of the panel.
Alongside its full collection, the company is launching The Liquid Edit, which will offer curated selections for specific customers and occasions.
The range includes a Retail Non-Alcoholic Selection Box, comprising 12 spirits and elixirs across a range of flavours and drinking experiences.
Freed From has also appointed former Soho House UK director Antoine Melon as strategic ambassador and Nicolas Medicamento, known as Dr Cocktail, as ambassador for trade relationships.
Davies said the business aimed to go beyond distributing individual products and instead build markets for the producers it represents. The collection will continue to evolve as new producers and drinks are discovered, assessed and classified.
