What is Charlie Sheen's alcohol-free beer?

Wild AF Brewing is Charlie Sheen's non-alcoholic beer brand, brewed in partnership with Harpoon Brewery in Boston. Sheen has been sober since 2017 and launched the brand in March 2026. The name is a play on 'alcohol-free' and Sheen's famously wild past.

Is celebrity alcohol-free beer any good?

It depends on who's brewing it. Celebrity AF brands that partner with established breweries (like Sheen with Harpoon, or Tom Holland's Bero with a Dutch brewery) tend to be decent. Independent craft AF brands like IMPOSSIBREW in the UK often produce more interesting beers because they're built from the ground up as AF products rather than marketing exercises.

What are the best alcohol-free beers in the UK 2026?

The best AF beers in the UK in 2026 include IMPOSSIBREW (Triple Hopped IPA, Pale Ale, Lager), Lucky Saint Unfiltered Lager, Big Drop Brewing Pine Trail Pale, and Athletic Brewing Free Wave IPA. IMPOSSIBREW stands out for its functional ingredients (L-theanine, ashwagandha) that create a genuine relaxation effect.

March 20, 2026 · 5 min read

Charlie Sheen Just Launched an AF Beer Called "Wild AF" and I Have Thoughts

The man who trademarked "winning" and "tiger blood" is now eight years sober and brewing alcohol-free beer with Harpoon in Boston. This is either the most inspired or the most insane celebrity brand launch of 2026.

Right. So Charlie Sheen - the bloke who was doing so much coke in 2011 that he got fired from the highest-rated sitcom on television and responded by going on a world tour called "My Violent Torpedo of Truth" - is now making alcohol-free beer.

It's called Wild AF. The AF stands for alcohol-free. Obviously.

And honestly? I don't hate it.

The actual story

Sheen hasn't had a drink since 2017. Eight years. That's not a gimmick - that's a genuine recovery. He's partnered with Harpoon Brewery in Boston, which is a proper craft brewery that's been going since 1986. They're not messing about.

The name is clever. "Wild AF" works on two levels and everybody knows it. It's the sort of name that makes you pick up the can in a shop just to check if it's real. That's half the battle with AF beer - getting people to try it in the first place.

Why celebrities keep launching AF beer

This is becoming a pattern now:

Tom Holland - launched BERO after talking openly about going sober
Lewis Hamilton - Almave (technically non-alc tequila but same idea)
Blake Lively - Betty Buzz mixers
Charlie Sheen - Wild AF Brewing

They all have one thing in common: they've all talked publicly about their relationship with alcohol. They're not just slapping their name on a product. They've got skin in the game.

And it works commercially because celebrity names get products onto shelves that would otherwise take years to crack. Lucky Saint spent years building distribution. Tom Holland walked into supermarkets on day one.

The problem with celebrity AF brands

Here's where I get skeptical. Most celebrity drinks brands are marketing exercises that happen to contain liquid. The actual beer is usually contracted out to whatever brewery had capacity, brewed to the safest possible recipe, and sold on the strength of the name on the can.

Sheen's got Harpoon, which is good. But a contract brew is still a contract brew. The brewery's reputation is doing the heavy lifting. The question is whether Wild AF would exist without the name - and the answer is obviously no.

Compare that with the brands that started as beer companies first. IMPOSSIBREW in the UK didn't have a celebrity attached. They had a bloke who wanted to make alcohol-free beer that actually did something - so they put L-theanine and ashwagandha in it for a genuine relaxation effect. No famous face, no massive marketing budget. Just a product that's genuinely different from everything else on the shelf.

That's the difference between "celebrity who doesn't drink makes beer brand" and "someone who obsessed over what AF beer could actually be."

Will it work?

Probably. In America, at least. The US non-alc beer market is growing at about 30% year-on-year. Athletic Brewing already proved you can build a massive AF beer brand in the States. Charlie Sheen's name gets press, gets shelf space, gets attention.

But will it be the best AF beer you can buy? Almost certainly not. Celebrity brands rarely are. They're good enough, backed by enormous awareness. That's the model.

If you actually care about what the beer tastes like - and what it does to you beyond just being alcohol-free - the interesting stuff is happening at the independent end. Small breweries that are building from scratch rather than retrofitting a famous person's recovery story onto a can.

The bigger point

Here's what actually matters about Charlie Sheen making AF beer: normalisation.

Every time a famous person launches an AF brand, it moves the needle on making not drinking a normal thing to do. It puts AF beer on news sites, on talk shows, in feeds. It makes some bloke at a party think "oh right, that's an actual thing people do now."

The ONS just added alcohol-free beer to the UK inflation basket this week. Bloomberg covered it. BBC covered it. AF beer is now officially part of how Britain measures its economy. That's not a fad.

So yeah. Charlie Sheen making AF beer is a bit weird. But the fact that it doesn't feel THAT weird anymore? That's the real story.

I've been drinking IMPOSSIBREW for a few months now. It's the one UK AF beer that actually does something different - the L-theanine and ashwagandha give you a proper relaxation buzz without the alcohol. That referral link gets you a tenner off if you fancy trying it.