Alcohol-free, but anything but boring: With FREIKOPF, Sierra Madre enters the alcohol-free alternatives category for the first time, expanding its portfolio with a brand that reimagines the drinking experience.
For those who take fun seriously. Guided by this claim, the Hagen-based spirits importer is launching its new in-house brand. With Connor & Riley, Sierra Madre responds to the growing demand for approachable drinks that put enjoyment first.
Born in Bochum: FREIKOPF reimagines the drinking experience
Founded in Bochum in 2022, FREIKOPF appeals to a mindful, trend-conscious audience seeking a full-flavoured drinking experience without alcohol. To meet this demand, the brand has developed alcohol-free drinks based on genuine distillates and natural botanicals, designed to replace traditional spirits in long drinks and cocktails. Sierra Madre will handle distribution of the pink, green, brown, sunpéro and glitteró aperitivo varieties. The range also includes pink+wildberry, a ready-to-drink alcohol-free long drink in a can.
A strategic move into alcohol-free enjoyment
“With FREIKOPF, we are expanding our portfolio to include alcohol-free alternatives for the first time, responding to a development that matters to retailers, the hospitality sector and consumers alike. The brand combines high-quality formulations with a distinctive identity, making it an excellent fit with our ambition to identify and develop potential,” says Timo Fischer, Managing Director of Sierra Madre GmbH. Brand Manager Andrea Schaffrath highlights the brand’s accessibility and its relevance to different audiences: “We want to offer the right drinks for different occasions – and that does not necessarily have to involve alcohol. More and more people are looking for alternatives that deliver on taste and fit social occasions just as well as traditional drinks. We see FREIKOPF as the right partner to meet this demand.”
Timo Becker, CEO of FREIKOPF, also sees the collaboration primarily as an opportunity to develop the brand together: “From the outset, it was important for us to find a partner who would do more than simply distribute FREIKOPF – someone who understands our vision and helps us take it further. Having a Timo on both sides of the table almost felt like a good omen – professionally and personally, we clicked from the very beginning. With Sierra Madre, we are also bringing together two complementary sets of strengths: our brand, our products and our experience in the alcohol-free category on the one hand, and a strong distribution network, extensive market knowledge and considerable brand-building expertise on the other. Together, we want to make FREIKOPF accessible to even more people and establish alcohol-free enjoyment as a natural part of hospitality and retail.”
Flexible formats for different drinking occasions
The portfolio expansion combines alcohol-free mixers for long drinks and cocktails with a ready-to-drink option in a can, offering flexible choices for different drinking occasions. The 500 ml bottles of pink, green, brown, sunpéro and glitteró aperitivo have a recommended retail price of €19.99. The ready-to-drink alcohol-free long drink pink+wildberry is available in a 250 ml can at a recommended retail price of €2.49.
