Days Brewing Partners with Sunrise to Scale Non-Alcoholic Beer Growth

Sunrise Beverages and Days Brewing have announced a partnership that will see Sunrise take a strategic investment in the fast-growing, non-alcoholic beer brand as it looks to scale distribution and growth across the UK.

The partnership combines one of the UK's most exciting non-alcoholic beer brands with Sunrise’s industry-leading drinks platform and expertise. Days is currently stocked in more than 3,500 distribution points across the UK and recently launched on tap in December with a bespoke draught beer brewed to its TrueZero™ process.

The alcohol-free beer category continues to grow rapidly in the UK, but still accounts for just 3% of total beer sales, compared to 10% in Europe, highlighting the potential for growth. Days and Sunrise see draught and on-trade distribution as key to unlocking that opportunity.

Richard Mather, CEO of Sunrise, said: “The non-alcoholic beer category is one of the most important structural shifts in beer in a generation and we believe Days is the best independent brand to lead it.”

Launched in 2021 by Mike Gammell and Duncan Keith, Days became UK Grocery’s fastest growing non-alcoholic beer brand in 2024 before launching nationwide in Stonegate, the UK's largest pub company, in 2025.

Duncan Keith and Mike Gammell, Co-Founders of Days Brewing, said: “We created Days because we wanted to help beer evolve for the way people drink today. Demand for alcohol-free beer continues to grow and joining Sunrise provides the perfect platform for our next phase of growth and brings our range to more drinkers across the UK.”

Days is now stocked in over 3,500 distribution points across the UK, including Tesco, Waitrose, Ocado, Prezzo and more than 25 Michelin star restaurants. The brand has achieved over 150 million views on social media and has received industry recognition including ‘Best Zero Lager’ by the Times in 2026.

Days recently cracked one of the sector’s most significant challenges, launching on-tap in December with a bespoke draught beer brewed with the Days TrueZero™ compound which ensures excellent product quality and stability at 0.0% ABV. Following a successful pilot in Stonegate, which delivered a 30x increase in volume per site, the brand is now rolling out draught across the UK on-trade this summer.

For Sunrise, this deal adds a fast-growing alcohol-free brand to its portfolio alongside expertise in product, sales, D2C and digital marketing. The Days team, including its founders, will join Sunrise.

Sunrise Beverages is on a mission to become the UK’s most successful independent beverage company. From global lager brands Efes and Orion to celebrated domestic breweries such as Gipsy Hill, Curious, Portobello and St Peter’s, they offer a dynamic portfolio of beer brands. For more information visit sunrisebeverages.co.uk.

For more information:

Katie Maddocks, PR Assistant, Nicola Whiteford PR

Email: nwprintern@gmail.com | Website: www.nicolawhitefordpr.com

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