The espresso martini’s biggest draw isn’t the alcohol, it’s the caffeine, new research by AF Drinks into American consumer behavior reveals.
Of drinkers surveyed, 41% said they choose the cocktail for a caffeine kick, more than double the 16% who say alcohol is the main draw.
The data also suggests the cocktail, once synonymous with after-dinner drinking, is now almost as likely to be drunk during the day. Nearly half of respondents, 46%, said they consume espresso martinis at brunch, lunch, or before dinner.
Lisa King, founder of AF Drinks, said the findings point to a broader shift in how Americans are approaching cocktail occasions.
“When nearly half of espresso martini drinking is happening during the day, it tells you this drink is doing a different job than a traditional evening cocktail,” said King. “Honestly, even we were surprised at how stark the caffeine finding was. It’s clear that for a lot of people, the appeal is the coffee, the ritual and the familiarity of the serve, not just the alcohol.”
The research also found more than half of current espresso martini drinkers would be more likely to consider an alcohol-free version. Interest was strongest among 18-24 year olds, with 43% saying they would be much more likely to consider one.
Against that backdrop, AF Drinks launched Free AF Espresso Martini nationwide in Whole Foods stores in June. The ready to drink, alcohol-free canned cocktail is made with real coffee sourced from Brazil and Colombia. What makes Free AF’s Espresso Martini special and unlike other canned coffees is the iconic foam. Synonymous with an espresso martini, this was anon-negotiable feature and after a year of development, Free AF’s version delivers this cloud-like foam layer when shaken in the can or a cocktail shaker. It also contains Afterglow™, Free AF’s proprietary botanical ingredient from New Zealand that gives a warming, feel-good glow sensation.
“We created Free AF Espresso Martini for people who love the taste and the ritual and don’t want to compromise on that experience,” said King.
The research was fielded in June 2026 using Ideally’s AI-powered insights platform. The survey reached a nationally representative sample of 1,000 US adults, with breakdowns by age, gender, household income, household structure, and US Census region.
Free AF Espresso Martini contains 40 calories per serve, 100% natural ingredients, and no artificial colors or flavors. It is available in June in Whole Foods Market stores and online at www.af-drinks.com. SRP: US $19.99 per 4-pack (4 x 8 fl oz cans). Each can is 2x serves.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260611092257/en/
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