The World’s First Alcohol-Free Beer Brewed for Relaxation – Launches £500,000 Crowdcube Raise, Currently in Overfunding at over £1.2million
IMPOSSIBREW® (www.impossibrew.co.uk) is a team of London-based beer lovers who are harnessing tech to create enhanced functional non-alcoholic beers that deliver both relaxation and exceptional taste. Their innovative Social Blend™ technology helps drinkers unwind naturally, offering a true third choice beyond ‘drinking’ and ‘not drinking’ and pioneering a new category in functional drinking. January 2025 sees IMPOSSIBREW launch a Crowdcube fund aimed at £500,000 investment, with pre-money valuation standing at £12million. The fund opened to the crowd on the 22nd January and, at the time of writing, has overfunded by 256% of the target; the total currently stands at £1,284,151 raised from 836 investors. The fund is live on Crowdcube here and is due to complete in mid-February. The added investment is aimed at accelerating growth through strategic customer acquisition, retention and continuous innovation.
Dry January & 2025 Fund Raise
Dry January 2025 is seeing record sales for IMPOSSIBREW; January 2024 saw £340k total sales value, IMPOSSIBREW expect to double that in January 2025 to £700k in monthly sales value (Jan 1–7, 2025 saw the first 6-figure revenue week in company history). With revenue consistently doubling year-on-year for three consecutive years, IMPOSSIBREW has grown from an initial £1K monthly revenue at launch to over £700k in monthly sales value. Over 1million cans have been sold in the last 12 months and this upward trajectory will be further boosted by the fund raise. IMPOSSIBREW is operating in a £1T global non-alcoholic beverages market, which is growing at 8.56% annually, non-alcoholic are drinks projected to surpass alcoholic drinks by 2026 (Statista).
IMPOSSIBREW Founder Mark Wong says of the raise, “We’re overwhelmed by the incredible support, from our existing investors and community, reaching our funding target of £500k in just 35 minutes during the priority access phase, and surpassing £1.2m within 24 hours of public launch. We’re incredibly grateful for the over 800 who decided to support our mission to revolutionise social drinking. The funding will accelerate our patent-pending Social Blend™ technology development and expand nationwide availability, plus building a world-class team to support our ambitious growth plans with a focus on phased approach expanding our retail and trade presence nationwide through strategic partnerships – making the future of drinking accessible to everyone. It’s humbling to see so many people believe in our vision, and we’re excited for what the future holds as we move ever closer towards our goal of becoming the world’s best alcohol alternative company.”
The Alcohol-Free Market is in Growth
The alcohol-free beer market continues to grow, with 32% of Brits reducing their alcohol intake (according to Mintel) in the past year and 215,000 participating in Dry January 2024. Research shows 51% of drinkers primarily miss the ‘buzz’ of alcohol – a gap IMPOSSIBREW® directly addresses (Source: PPS Consumer Survey, July 2024). With 70.6% of customers reporting relaxation effects and 87.7% reducing their alcohol consumption after discovering IMPOSSIBREW®, the brand is meeting consumer demand for functional alcohol alternatives.
“We’ve created something entirely new in the alcohol-free category,” explains Founder Mark Wong. “Our enhanced beers don’t just taste great – they’re specifically crafted to help you unwind naturally. It’s the sensation of a pint or two, without the alcohol.”
The IMPOSSIBREW® Story
At 18, Mark Wong’s passion for beer and wine led him to become one of the highest-scoring French Wine Scholars. But in 2019, a devastating health diagnosis forced him to stop drinking entirely. Frustrated by existing alcohol-free options that couldn’t replicate the authentic experience of traditional beer, Mark discovered an ancient Japanese text from 1211 AD – the Kissa Yojoki – detailing natural herbs with powerful relaxation properties.
Told it was “impossible,” Mark partnered with Durham University’s Dr. Paul Chazot to develop Social Blend™, a revolutionary patent-pending technology combining ancient wisdom with modern science. Today, IMPOSSIBREW® has sold over 1 million cans in just the last 12 months, created the UK’s highest-rated alcohol-free beers, and is pioneering a new category in functional drinks.
Dragons’ Den Missed Out
After appearing on Dragons’ Den in 2022, just six months into launching the business, Founder Mark Wong turned the Dragons’ “too early” rejection into motivation. The Dragons passed on IMPOSSIBREW primarily due to concerns about pricing and market penetration, despite praising both the product and the founder Mark Wong. Steven Bartlett was the first to decline, stating the product was great but he had concerns about the beers’ ability to stand out on supermarket shelves against competitors like BrewDog, however since then alcohol-free brands have gone from strength to strength even up against industry behemoths. Sara Davies and Deborah Meaden expressed concerns about one-off purchasing and the high cost of acquiring new online consumers, however with the rise in ‘Zebra Striping’ and increasing numbers cutting down, and cutting out, alcohol, the category is growing at pace. Touker Suleyman praised Mark as “the most credible 24-year-old that has ever walked through the Den’s door,“ however he cited low turnover (around £10,000 at the time) as his reason for not investing. Peter Jones acknowledged that Mark had done everything right in his pitch but ultimately declined due to concerns about product positioning, price point and market penetration potential.
Current growth shows IMPOSSIBREW has succeeded despite concerns and is well positioned as the UK’s best tasting relaxing AF beer, the brand has proven its concept at a competitive price point, as customers will pay more for their health, and IMPOSSIBREW is seeing great success despite concerns about niche positioning. IMPOSSIBREW launched a successful crowdfunding campaign on Crowdcube in April 2022, achieving remarkable results, surpassing its initial target of £400,000 in under 10 minutes from launch. The campaign ultimately raised over £750,000, significantly exceeding the original goal presented to the Dragons. Following in the footsteps of Dragons’ Den ‘rejects’ that have created enviable businesses, like Tangle Teezer, Pasta Evangelists and Brewdog, IMPOSSIBREW has since achieved 299% three-year CAGR (2021-2024), and the £45,000 investment the Dragons passed on would be worth over £1million today.
Founder Mark Wong says, “Dragons’ Den was a pivotal moment for us. While we didn’t secure investment, the experience gave us something far more valuable – validation that we were creating something people truly wanted. The response following our appearance was incredible, showing us there was genuine appetite for a third choice beyond just drinking and not drinking. Three years on, what started in that Den has grown into something remarkable. January has always been our strongest month, but we’re seeing sustained growth year-round as more people embrace mindful drinking and seek enhanced alcohol alternatives. They’re not just looking for alcohol-free beer – they want the complete experience that an enhanced beer can provide. I’m excited to tune into Dragons’ Den this season and see the next wave of British innovation. While our journey took a different path than expected that day, the Den was undoubtedly a launching pad for what IMPOSSIBREW has become. Sometimes the best opportunities come from hearing ‘no’ and turning it into motivation to prove what’s possible.”
NOTES TO EDITORS
The IMPOSSIBREW® Range
IMPOSSIBREW Enhanced Lager and Hazy Pale are available from www.impossibrew.co.uk, Amazon and Dry Drinker, as well as leading alcohol-free specialists including Club Soda and hundreds of independent bottle shops in the UK.
IMPOSSIBREW® Enhanced Lager (0.5% ABV)
Crafted from a premium Japanese recipe, this gluten-free lager delivers full body and flavour while using traditional brewing ingredients. Dry-hopped and patiently conditioned, resulting in a refreshingly crisp and dry profile with clean, lingering citrus notes. Just 75 calories per 440ml can. Best served at 4°C in a tall glass.
IMPOSSIBREW Enhanced Lager is gluten-free (less than 20pmm, the level at which foods are labelled gluten-free, while still brewing with traditional barley, wheat and malt, thanks to a unique enzyme process that reduces the presence of gluten in the final brew).
IMPOSSIBREW® Hazy Pale (0.5% ABV)
A full-bodied pale ale bringing tropical and bitter flavour notes together in a complex profile of peach, pineapple and mango. Its unique low-temperature brewing creates an exceptionally smooth, hazy texture. IMPOSSIBREW Hazy Pale is also low calorie (up to 17kcal per 100ml), low carb (5.28g) and vegan. Best served at 6°C in a craft beer glass.
Innovation: Social Blend™
At the heart of IMPOSSIBREW’s innovation is Social Blend™, an alcohol-alternative blend that uses patent-pending technology to provide a relaxing drinking experience without alcohol. Social Blend™ harnesses the relaxing properties of natural nootropics and adaptogens, and was developed in collaboration with Durham University’s Dr. Paul Chazot, Professor of Biosciences and Head of Pharmacology. This proprietary technology combines ancient wisdom with modern science to promote relaxation and provide a “one or two pint feeling” minus the downsides. In a study of over 775 customers, 70.6% reported experiencing relaxation effects.
The Science Behind Social Blend™
Social Blend™, IMPOSSIBREW’s proprietary alcohol-alternative blend, uses patent-pending technology developed in collaboration with Durham University’s Dr. Paul Chazot, who comments, “IMPOSSIBREW® have taken a very different approach to develop an alternative to alcohol, it provides relaxation and ultimately actually improves your sleep.”
The formulation harnesses natural ingredients including L-theanine and ashwagandha. L-theanine, an amino acid found in green tea, is known to promote alpha brain wave activity, and ashwagandha, an adaptogenic herb used for millennia in Ayurvedic medicine, has been studied for its effects on relaxation. The combination helps Social Blend™ deliver the unwinding experience that drinkers seek, without alcohol.
IMPOSSIBREW’s recent research paper delves into Social Blend™’s novel approach to alcohol replacement. The study examines the efficacy of IMPOSSIBREW®’s Social Blend™ through a comprehensive review of recent scientific literature, clinical studies, and proprietary consumer research studies. Results demonstrated Social Blend™’s significant potential as an alcohol alternative, addressing key consumer needs in the non-alcoholic beverage market.
The Real Brew™ Process
Using their unique Real Brew™ process, IMPOSSIBREW starts with a base liquid that undergoes cryogenic fermentation at extremely low temperatures. This allows for full flavour development whilst preserving the active ingredients, resulting in a 0.5% ABV beer that matches the depth and mouthfeel of regular brews.
Limited Edition Innovation
IMPOSSIBREW’s commitment to craft beer innovation extends beyond their core range with limited edition releases that consistently sell out within days. The IMPOSSIBREW Limited Edition range includes recent favourites such as their Triple-Hopped IPA (sold out in 24 hours), Midnight Cocoa Porter, Rhubarb Weiss, and Unfiltered Helles Lager. Their experimental IMPOSSIBREW Labs Edition beers showcase even bolder flavours, with a recent nostalgia-inspired Fruit Pastille beer being released.
A Note on 0.5% ABV
A ripe banana naturally contains more alcohol (around 0.55% ABV) than IMPOSSIBREW (0.5% ABV). This trace amount of alcohol occurs naturally during fermentation, which is essential for developing authentic beer flavour and body. For context, orange juice typically contains 0.6% ABV.
Awards & Recognition
- UK’s Best Non-Alcoholic Lager (World Beer Awards 2023)
- UK’s Best Non-Alcoholic Pale Ale (World Beer Awards 2023)
- Gold Medal Winner at London Beer Competition (Enhanced Lager)
- Great Taste Award Winner (Enhanced Hazy Pale and Lager)
Follow IMPOSSIBREW on Instagram: @impossibrewbeer
Follow IMPOSSIBREW on TikTok: @impossibrewbeer
For samples, interviews and high-res images:
Alex Godfrey, Right Hand PR
07739 804 670
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