Free AF

King launched the brand after experiencing severe vertigo from consuming alcohol and recognising that alcohol-free cocktails were not widely available in New Zealand. Afterglow is a 100% natural botanical extract sourced in New Zealand, formulated to provide a warming sensation. Alongside it, the brand uses a natural flavour technology to build the layers of complexity expected from a cocktail, without relying on the dealcoholisation process (brewing at full strength and then removing the alcohol). The drinks also contain organic sugar.

Free AF makes alcohol-free RTD cocktails in classic cocktail styles. Several of the brand's drinks have won awards. The brand holds a 40% market share in New Zealand and is the number-one alcohol-free RTD in that country. It was also the first alcohol-free spirit brand to be served on Air New Zealand.

In 2023, Free AF expanded into the United States, which has since become the brand's largest market, and secured investment from Convivialité Ventures that year. The brand ships to New Zealand, the United States, and the United Kingdom.

Free AF targets modern, socially active adults who moderate their alcohol consumption. The drinks are positioned for occasions such as Dry January. The brand's stated mission is to reduce the role of alcohol in people's lives by making alternatives that taste and feel as good as, or better than, what they replace, and to make not drinking cool.