Eisberg launches Bold ‘Be Free’ Cans Range Targeting a New Generation of Alcohol Free Wine Drinkers

Leading alcohol free wine brand, Eisberg, recently launched a new sub-brand and RTD product line, BE FREE cans, at a beach side event in Cromer this month. 

At the launch, members of the public, press, wine industry, and alcohol-free ambassadors like Millie Gooch gathered to have a first-try of the new product - created to give modern alcohol-free drinkers more choice - all while enjoying surfing, kite-flying, and sun-soaked beachside fun.

Millie Gooch said: “The cans looked as joyful as they tasted. I tried both, and honestly, they’re fantastic. It didn’t feel like I was drinking an alternative, it just felt like I was drinking something really good.”

This latest innovation marks a significant milestone in Eisberg’s ongoing mission to reimagine alcohol free wine for the modern lifestyle.

The BE FREE range features 200ml RTD cans of alcohol free sparkling white and sparkling rosé wine - curated specifically to capture the interest of younger people and appeal to a new generation of alcohol free wine consumers. 

Tailored for those who value moderation, convenience, and freedom of choice, these eye-catching cans offer the perfect solution for on-the-go enjoyment, without the constraints of traditional wine drinking.

To bring the vision of BE FREE to life, Eisberg has partnered with popular contemporary artist and Cromer native, Samuel Thomas, known for his vibrant, coastal-inspired artwork. He is known for painting stunning murals at Cromer’s beachside cafe bar, Whitewater, where the launch was hosted. 

His bright, beachy landscapes have been beautifully integrated into the can design, offering a visual representation of the spirit of freedom and freshness that defines the new range. The result is a standout aesthetic that promises to make an impact both in-store and on social media.

Dan Harwood, Wine Expert and Managing Director for Eisberg's SW Wines Europe, said: "At Eisberg we are incredibly excited to launch our new sub-brand, BE FREE cans - a range that breaks down barriers and invites more people to enjoy alcohol free wine on their own terms. 

“Our collaboration with Samuel Thomas has added a unique artistic flair that perfectly captures the carefree and contemporary nature of the product."

Samuel Thomas added: “I’m really excited to be partnering with Eisberg. My artwork has always been about capturing optimism and celebrating life’s beautiful moments - and that’s exactly what this drink represents. It’s vibrant, uplifting, and made for those feel-good times we all cherish.

“More and more people are choosing health and clarity over alcohol, and that really aligns with my own journey. I’m proud to see my artwork on the can - it’s a bold, joyful statement, and I love that it’s now reaching people in a new and exciting way, whether at a beach day, BBQ, or just a moment of connection with friends.”

BE FREE is now available to buy on Amazon for just £6 per four can pack.