Non-alcoholic beer 'Apriday' breaks stereotypes with its taste.
"People assume non-alcoholic beer is inherently bland. I realized that assumption was wrong."
Jihye Hwang, CEO of the non-alcoholic beer brand A FREE DAY, repeatedly emphasized the “starting point of the problem” throughout the interview.
Rather than being a 'necessary substitute' for those who cannot drink alcohol, we wanted to provide the same 'beer experience' to those who love beer but choose not to drink it.
CEO Hwang Ji-hye's career is somewhat unconventional. She worked as a newspaper reporter and in public relations for a public institution. In a job where drinking was common, she naturally developed a deep love for beer.
“Beer is a world that expands infinitely, depending on region, culture, and style.”
After experiencing breweries and beer styles from around the world, he eventually quit his job and joined a beer magazine, entering the industry in earnest. A turning point came when he stumbled upon "non-alcoholic beer." The taste was nothing short of shocking.
“I find it strange that something so tasteless is accepted because ‘there’s no choice since there’s no alcohol.’”
CEO Hwang Ji-hye recognized the discomfort she felt at the time not as a matter of personal preference, but as an "industry gap." The number of people unable to drink alcohol for a variety of reasons—health, pregnancy, religion, work, self-care, and more—is increasing. Why can't they find a proper beer? The answer to that question is Afreeday.
Asia's only non-alcoholic brewery competes on taste, not price.
In 2022, the company was incorporated, aiming to be not only the first in Korea but also the only non-alcoholic beer brewery in Asia. From the outset, their direction was clear: they wouldn't lower prices or compromise on mass appeal.
"Even if it's more expensive than non-alcoholic beers from major companies, I thought we had to convince with taste. Ultimately, it's the experience, not the price, that drives repeat purchases."
Afreeday's focus was on "process." Instead of the traditional method of removing alcohol, which destroys flavor, they chose a method that maximizes the beer's body and flavor by selecting premium raw materials and designing the brewing process. They also avoided the use of any chemical additives.
“We didn’t want to lower our manufacturing standards just because it was non-alcoholic.”
This strategy has paid off. Afreeday operates six private-label products and has achieved annual sales growth of 70-80% since its founding. The company's favorable quality ratings have been reflected first overseas.
Winning gold and silver medals in the non-alcoholic category at the International Beer Cup, one of the world's top three beer competitions, in 2025, and gold and bronze medals at the Asia Beer Championship 2023, proved that "non-alcoholic beer can also be craft."
The B2B market opened first… Hotels, businesses, and distribution companies expanded.
Currently, Afreeday's distribution channels have expanded from its own online mall to include hotels, corporate events, Muji stores, and Olive Young. OEM and ODM cases are also on the rise, including supply to five-star hotels, products exclusively for Samsung Electronics internal events, and beer for local government and overseas events.
"Non-alcoholic beer is gaining traction in the B2B market faster than expected. Companies that offer options that cater to non-drinkers ultimately gain brand recognition."
According to CEO Hwang Ji-hye, the domestic non-alcoholic market is still in its infancy. The alcoholic beer market, craft beer market, and non-alcoholic beer market are distinct, and consumer awareness is still in its infancy. However, the pace of change is rapid.
“Non-alcoholic beverages are no longer an ‘inevitable alternative,’ but rather a choice based on taste.”
Afreeday's core customer base is clear: non-drinkers, women, and the middle-aged and older. For them, the criteria are simple: "As long as it tastes good, it's fine."
"There's no need to hide the fact that it's non-alcoholic, nor is there any need to over-explain it. Ultimately, only brands that convince consumers with just one drink will survive."
In terms of technology and product, we aim for perfection rather than imitation. Our goal goes beyond simply imitating existing beers; we aim to create the most complete non-alcoholic beer possible. To achieve this, we continue to invest in brewing technology and recipe development.
Creating a new standard, not an alternative
When asked about her management philosophy, CEO Hwang Ji-hye thought for a moment and then answered as follows.
“April Day started out as a ‘consideration for those who can’t,’ but going forward, we want to become a brand that creates ‘the joy of choice.’”
He defined Afreeday not as an "alternative," but as a "new standard." The guys who lacked completed their seed round this year and are preparing to secure Series A funding, targeting mid-next year.
Our goal for the next three years is clear: to become the "first brand to come to mind" in the non-alcoholic beer market, not only domestically but also in Asia and globally.
CEO Hwang Ji-hye said this in closing.
“Even if you don’t drink alcohol, your right to enjoy beer doesn’t disappear.”
This sentence describes the direction of the brand called Afreeday.
You must be logged in to post a comment.