Auckland non-alcoholic cocktail company catapults into US market

A small Auckland company has catapulted its way into America's highly competitive retail market with its range of 'no alcohol' cocktails.

A nationwide rollout of Ponsonby-based AF Drinks' alcohol-free drinks is now underway across the US mainland through major distribution deals with retail giants Target and Walmart.

AF founder Lisa King said the deals will see four of her company's niche product range sold in 700 Target stores across 41 states and 820 Walmart stores in 35 states.

The company launched in the US market 12 months ago, first establishing its products in Sprouts stores where they're now sold in 400 outlets.

King said a lot of hard work has gone into ensuring supply and meeting sales targets set by the mega stores.

"Well it's quite daunting," she told 1News, admitting it's also "incredibly exciting".

Marketing academic Bodo Lang said having a niche product from Aotearoa New Zealand is a "really unique brand advantage for any local company".

New Zealand Trade and Enterprise said retailing through such large retail chains is a "huge deal for a company from New Zealand".

The latest market research has revealed sales of 'no' and 'low' alcohol increased by 5% last year, taking the global market value of the industry to a staggering $22 billion.

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