Additive Free Alliance, Originally Founded by Tequila Matchmaker, Relaunches as a New Nonprofit Independent Entity

New Additive Free Alliance, Inc. Expands Beyond Tequila

Cynthiana, KY -- In response to overwhelming consumer demand for transparency in the labeling of tequila and other spirits, the newly revamped Additive Free Alliance, Inc. (AFA) has launched to serve as a trusted third-party source of honest information and verification.

The new Kentucky-based Additive Free Alliance, Inc., which has filed for nonprofit 501(c)(3) status with the IRS, was originally started as a program run by popular tequila website and app Tequila Matchmaker, but is now its own independent entity with a board of directors and an expanded mission. For example, while the majority of current members are producers of tequila, the Alliance has now grown to include other agave-based spirits and agave-related products, the first of which is the recently launched Weber Ranch 1902 Vodka distilled from 100% agave (founded by the team that created and led Patrón Tequila).

The Alliance is comprised of brands, consumers, retailers, and distributors who seek to promote transparency and education in their industries. Brands and companies that elect to join the AFA agree for their products to be purchased in retail stores in the U.S. to undergo an independent Liquid Chromatography lab analysis and sensorial evaluation to confirm that they are free of additives such as artificial sweeteners and flavorings, sugar, and added glycerin and propylene glycol.

“Consumers are increasingly thoughtful and deliberate about the products they purchase and the food and drink they consume, particularly in a world filled with misinformation and clever marketing” said Lee Applbaum, President and COO of Round 2 Spirits, the brand owner of Weber Ranch Vodka. “The Additive Free Alliance provides consumers, bartenders, and retailers objective, verifiable information they need and deserve, while giving producers like us a way to reinforce our transparency, integrity, and trust. It’s a win-win, and we’re honored to be the organization’s first non-tequila member, committed to honoring the beauty of unadulterated agave.”

When the program was first started in 2020 by Tequila Matchmaker, the list of additive-free products was limited only to tequila brands. Additives are commonly used in the tequila industry, and are legal, but do not have to be disclosed. Thus, the demand for third-party confirmation of additive-free tequila claims. Now, with its expanded mission, agave-related spirits in other categories, including raicilla, mezcal, and other agave-based products such as agave syrups, are expected to join the Alliance in the coming months.

“One of the advantages now of the newly expanded Additive Free Alliance is that the verification process is all lab-based, so brands can participate without the need for an in-person site visit to the distillery,” said Carlos Soto, founder of additive-free brand Nosotros Tequila, a brand that was previously unable to join the Alliance because of their contract distillery’s privacy practices. “With this new focus on transparency, we’re beyond excited to be able to join the Additive Free Alliance.”

“It’s important to note that the AFA is not against brands that use additives. From the very beginning, our goal was simply to seek transparency in product labeling,” said Grover Sanschagrin, the founder of Tequila Matchmaker and the new board president of Additive Free Alliance, Inc. “The AFA is not a regulator, or an official certification. We’re an independent nonprofit organization of likeminded member companies that are committed to transparency, community, and honesty.”

The new AFA launches with more than 100 brands, almost 400 products, over 125 retail partners, and 42 distilleries. Participating brands and companies pay for costs related to lab testing, and then after their first year in the program they contribute a nominal fee to help with operational costs and random lab testing. For more information about the AFA and its mission, please visit additivefreealliance.com.