By: Natalie Johnson
In an era where water brands often promote wellness or lifestyle claims, Free Bird is taking a different approach. It’s focused on serving a segment of consumers who want something simple and genuine. The pitch is straightforward: No infused adaptogens. No vague promises of health benefits. Just refreshing water, sourced from the Blue Ridge Mountains and poured into a 19.2oz Tallboy that looks like something you’d bring to a bonfire, not a pilates class. That’s exactly how founder Jay Williams envisions it.
“We’re not here to preach. We’re not here to teach. We’re here to hydrate hardworking people with something that feels like it was made for them,” Williams says.
If you haven’t seen Free Bird yet, you might soon. The tall, bold cans are dressed in red, white, and blue. They’re already starting to make their way to tailgates, tackle boxes, and toolboxes across the country. Over the next few months, Free Bird will be expanding into key southern markets where the brand’s straightforward attitude resonates with the local community.
From the beginning, Williams built Free Bird as a response to what he felt was missing in the beverage world. He wanted a brand that didn’t speak down to people. “A lot of these companies throw buzzwords on a bottle and think they can make you feel something that isn’t there,” he says. “We’re the opposite of that. Our customers don’t want to be marketed to. They want something real.”
Free Bird is a brand with a clear identity. It’s a mix of southern charm and American pride. The inspiration didn’t come from boardroom trends or focus groups—it came from a moment of clarity and a deep connection to the people Williams admires most: the blue-collar workers who make up the backbone of America. These are the people who work hard and live with enthusiasm. “Free Bird is for the ones who make this country function,” Williams says. “We wanted a brand that recognizes our everyday heroes.”
Even the design of the product reinforces that mentality. Each can is designed to resemble something you might find in a cooler next to a 12-pack of beer. It’s tall, American, and proud. But instead of alcohol, it’s pure spring water, untouched and unfiltered by trends.
“We thought, why not make water that people actually want to drink in public?” Williams laughs.
That subtle but strategic packaging twist puts water in what looks like a beer can, turning the category on its head. Instead of trying to convince you it’s special because it’s expensive, Free Bird aims to make water feel accessible.
“You can crack one open at a cookout, toss it to your kid, hand one to your buddy. No frills, just refreshing water,” Williams says.
And people are responding. Early fans are sharing photos of Free Bird cans at tailgates and turkey hunts. The brand’s Instagram (@drinkfreebird) is starting to feel less like a marketing feed and more like a cultural moment. It’s America in a can. There’s no corporate gloss—just real people with real pride.
Williams, a former real estate developer who built over a billion dollars in assets before transitioning into consumer goods, admits launching a water brand with no previous experience in the industry was “ambitious.” But he also believes that outsider perspective gave him an advantage.
“I wasn’t thinking like a beverage guy. I was thinking like a customer. And most water brands don’t feel like they’re made for real people,” Williams says.
That idea has become a cornerstone of Free Bird’s identity. Every decision, from sourcing to slogans to the rollout strategy, is rooted in one guiding principle: Celebrating real people with a taste of freedom and a nod to the good life.
With Free Bird, the brand is steadily achieving what it set out to do. It’s gaining a following of loyal customers. It’s aiming to be in your cooler, your glovebox, and your fridge in the garage.
Because in a world that’s made water more complicated, Free Bird is striving to keep it simple.
Real water. Real cold. Real American.
About Free Bird
Free Bird is a non-alcoholic beverage brand focused on redefining how we socialize and celebrate—without the hangover. Crafted for the bold and mindful, Free Bird offers a refreshing drinking experience that blends clean ingredients, great taste, and practical benefits. Whether you’re sober, sober-curious, or simply seeking balance, Free Bird offers a go-to alternative for feeling good in the moment and the morning after.
For more information, visit drinkfreebird.com or follow along on Instagram at @drinkfreebird.
Media Contact:
Larissa Hrabec – mediainquiries@drinkfreebird.com
