For years, the non-alcoholic beer category has been dominated by cautious experimentation: legacy brands quietly dialing down alcohol content, health-conscious alternatives promising “better for you” options, and an overarching theme of restraint—less alcohol, less risk, less fun. But that paradigm is about to shift dramatically with the launch of Wild AF, a new non-alcoholic beer brand created by actor Charlie Sheen in collaboration with brand innovation agency The Silent Group. Wild AF is unapologetically bold, designed for those who want all the enjoyment of beer without the hangover, the compromise, or the morning-after regrets.
The inaugural release, Wild AF “Cold Gold”, is a crisp, golden-style brew that blends bright citrus notes, toasted malt, and a clean finish. The flavor profile delivers the quintessential beer experience—perfect for a ballpark, backyard, or living room game day—without a trace of alcohol. As Sheen himself puts it, it’s “real beer, zero aftermath,” a beverage built for both fun and clarity. This launch represents a turning point for the non-alcoholic beer space, which has long struggled to offer products that excite, surprise, and satisfy both taste buds and lifestyle choices.
Pre-orders for Wild AF opened today on wildafbrewing.com, with options available in six-, twelve-, and twenty-four-pack formats. Customers who order now are guaranteed delivery in time for the holidays, making it an ideal gift for beer enthusiasts, non-drinkers, or anyone simply seeking a flavorful alternative. The timing is strategic, coinciding with a surge of activity from Sheen himself, including the release of his new memoir, The Book of Sheen, and the global streaming of his Netflix documentary, AKA Charlie Sheen. Together, these initiatives position Sheen not only as a Hollywood icon but also as a bold innovator in lifestyle beverages.
Wild AF’s debut is accompanied by “The Case,” a cinematic short film that blends noir aesthetics with spy-thriller energy and Sheen’s trademark irreverent humor. The film introduces audiences to the Wild AF ethos, celebrating fearless choices, unfiltered truths, and the idea that life—and beer—can be exhilarating without compromise. Through this visual storytelling, the brand underscores a central message: enjoyment doesn’t require a hangover, and living vividly doesn’t demand alcohol.
“Stories don’t end because you’ve reached the bottom of the page,” Sheen said of the new venture. “Mine found another gear eight years ago when I got off the booze and switched to non-alcoholic beer. During that time, the choices were vast but the quality was sparse. I decided to change all of that and made my own: Wild AF. I think we can all agree, ‘the morning belongs to the night before.’ Write your own story.” His words reflect both personal experience and a broader mission for the non-alcoholic beer industry: to provide flavorful, memorable options without sacrificing life’s clarity.
The timing of Wild AF’s entry into the market is notable. Non-alcoholic beer is experiencing a period of unprecedented growth, with consumers increasingly seeking beverages that support moderation, wellness, and social flexibility. Despite the surge, the category has lacked a definitive hero—a product that combines quality, creativity, and attitude. Wild AF aims to fill this void. In partnership with Harpoon Brewery, a Boston-based brewing powerhouse with over 40 years of award-winning experience, Sheen and The Silent Group have crafted a non-alcoholic beer that delivers both exceptional flavor and cultural relevance.
“We knew the category wasn’t lacking choice; it was lacking conviction,” said Ryan Perry, CEO of The Silent Group. “When I met Charlie years ago, his energy hit me like a ton of bricks. It was clear he wasn’t done writing his story. So, we created Wild AF together—a non-alcoholic beer with sharp wit and fearless flavor that proves you don’t have to lose the wild to keep the clarity.” Perry’s statement highlights the careful balance Wild AF strikes: the brand is as much about attitude and lifestyle as it is about taste and technical brewing excellence.
The brand’s co-founder and Charlie’s longtime agent, Todd Christopher, echoed this sentiment. “Charlie quit alcohol several years ago, but that never meant giving up good times or great tasting beer,” Christopher explained. “Bringing him together with The Silent Group’s team of beverage industry veteran operators and Harpoon’s legendary brewmasters wasn’t just about making a product; it was about building a brand that proudly celebrates choosing clarity without sacrificing fun.” The collaborative effort reflects a deliberate strategy: combining celebrity influence, innovative branding, and decades of brewing expertise to create a product that stands out in an increasingly crowded market.
Wild AF represents a new approach to non-alcoholic beverages—one that challenges the perception of “safe” or “substitute” products. Unlike other options that often emphasize what they lack (alcohol, calories, or carbs), Wild AF embraces what makes beer enjoyable: aroma, taste, texture, and social connection. The brand’s launch marks a cultural shift, signaling that abstaining from alcohol doesn’t require sacrificing flavor, personality, or the thrill of a night out—or in. In essence, Wild AF is redefining the category by showing that moderation and indulgence can coexist.
The launch of Wild AF is carefully orchestrated across multiple channels. Beyond the pre-order website, the brand is partnering with select online retailers, including Better Rhodes and the non-alcoholic beverage marketplace The Zero Proof, making it accessible to a broad audience of modern drinkers. The strategic alignment with these platforms ensures that consumers seeking non-alcoholic alternatives can find Wild AF alongside other premium offerings, while also positioning it as a top-tier option in the emerging category.
In addition to its bold flavor profile and innovative branding, Wild AF is poised to impact the broader beverage landscape by inspiring other brands to think differently about non-alcoholic options. By demonstrating that a zero-alcohol beer can be both high-quality and culturally relevant, Wild AF is challenging competitors to elevate their offerings. This could spur a new wave of creativity in the industry, encouraging brewers to experiment with flavors, styles, and branding approaches that appeal to both casual and dedicated consumers.
Ultimately, Wild AF is more than just a beverage—it’s a statement. It celebrates choice, clarity, and the freedom to enjoy life without compromise. It brings together decades of brewing knowledge, celebrity influence, and bold marketing to create a product that’s not only delicious but also emblematic of a lifestyle where fun and responsibility coexist. Whether enjoyed at a holiday gathering, during a quiet evening at home, or as part of a social celebration, Wild AF promises an experience that’s as engaging as it is refreshing.
For those eager to experience the first taste of this revolutionary non-alcoholic beer, pre-orders are live now at wildafbrewing.com, with delivery in time for the holiday season. Whether ordered in six-, twelve-, or twenty-four-pack quantities, Wild AF is set to redefine what it means to drink beer without alcohol, offering a new standard of quality, creativity, and unbridled fun.
With Wild AF, Charlie Sheen and The Silent Group are making it clear: the non-alcoholic beer market is no longer about what you’re giving up—it’s about what you’re gaining. And with a name like Wild AF, there’s no mistaking the brand’s bold intent: fun, flavor, and freedom, all in one crisp, golden sip.
