DAYS, the UK’s fastest growing independent alcohol free beer brand, is launching a new, improved formula of their 0.0% lager this May which, according to co-founder Duncan Keith, is: “The beer we’ve always dreamed of making”.
A revolutionary new formula is being used to preserve the most flavour while removing absolutely all the alcohol.
With alcohol free beer growing exponentially in popularity, DAYS, working with a team behind some of the biggest innovations in the beer category, have reformulated their lager recipe staying true to their principles but “upgrading quality at every step”, Duncan adds.
“We started DAYS because we knew moderation shouldn’t mean missing out. Using four years of consumer insight, coupled with learnings from our thousands of retail distribution partners across the UK we set out to redevelop our lager recipe with the idea “if we were starting DAYS today, what would we brew?”, Duncan continues.
Over the past four years since DAYS began their journey in the alcohol free category, consumers have changed. More people are moderating than ever before, and more people are moderating using low and no drinks than ever before. “This has given us the chance to bring beer to more consumers and more occasions and as the category’s reach began to grow, we knew we wanted to redevelop our lager to have broader flavour appeal. At the same time, technology has improved, and de-alcoholisation tech is now available to us that simply wasn’t four years ago”, according to Duncan.
DAYS’s new lager is brewed in the UK, following an authentic lager brewing process, using stepped fermentation for a dry malt body, and a long maturation in tanks for depth of flavour. Brewed using the best possible lager ingredients: Weihenstephan yeast from the world’s oldest brewery and Hallertau Hops from Bavaria, DAYS will be using a revolutionary reverse osmosis process, the most advanced de-alcoholisation process available, which operates at a low temperature to preserve the most flavour while removing absolutely all the alcohol for the best possible 0.0 beer. The resulting beer is a refreshing take on a classic.
Made to a traditional Helles recipe, DAYS lager is clean, crisp and 0.0% ABV. Light straw colour in appearance, with plenty of bright white foam, it has a clean, biscuity malt body and crisp hop bitterness.
Duncan Keith concludes: “We’re incredibly excited to be launching our groundbreaking new Lager this May. Over the past year, we’ve collaborated with some of the most forward-thinking experts in beer to create a brew that meets the evolving expectations of today’s drinkers. Crafted here in the UK, our new Days lager is clean, crisp, and indistinguishable from a full-strength beer. It’s also one of the healthiest beers on the market – low in carbs, sugar, and calories and 0.0% ABV. Honestly, it’s the beer we’ve been dreaming of brewing since day one.”
Available at daysbrewing.com; in the UK’s largest pub group Stonegate; Specialist outlets and in the on-trade; and in Waitrose throughout May 2025.
Notes to Editors:
Nielsen Total UK Off Trade L12W Data to 25/09/2024
DAYS lager has 33 calories per can (55% less than before); 2.1g of carbs per 100ml (53% less than before); 0.5% sugar per 100ml (88% less than before).
For further information, samples, imagery and/or interviews please contact:
Penelope McDonald
Senior Luxury PR & Management Consultant
+44(0)7768954607
http://linkedin.com/in/penny-mcdonald-b676888
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