Lifestyle Change Leads to Healthy Sales for Cornish Brewery

Joe Thomson started brewing in 2009, at which time he was the youngest brewer in the country at just 21 years old. Fast forward to 2022, when he decided it was time to improve his fitness and take up running.  By this time, he was head brewer and co-owner of independent Firebrand Brewing Co., based in Launceston. He realised that, as part of his health drive, he needed a more fitting alternative to his daily pint. That’s when he started brewing non-alcoholic beers and this has turned out to be one of the best decisions he has ever made.

Joe comments: “When I started to take my running seriously, I realised that drinking beer every day was not compatible with my training. I looked into the benefits of switching some of my pints to non-alcoholic beer and decided this would work well with my exercise plan. Although there were a number of decent non-alcoholic beers on the market by then, I knew that I was best placed to create one that hit the mark in terms of taste and also complimented my running. That’s when I created Shorebreak, a non-alcoholic hazy pale that is gluten-free, vegan and only 32 calories per can. I had no idea at the time that this would have such a huge impact on the brewery!”

Since the launch in 2022, sales of Firebrand Brewing Co.’s alcohol free beers have rocketed and their popularity shows no signs of waning. In the last twelve months, they have seen a 90% increase in Shorebreak purchases, 162% increase in their Alcohol-Free Mixed Box sales and their alcohol-free subscriptions have grown by 3,212.5%!

Meanwhile, Joe’s running has grown into an obsession, matched only by his passion for brewing. His running achievements include completing the Arc of Attrition 100 miler, winning the Bude Quadrathlon, 2nd place at the Lighthouse Marathon at Gwithian and 5th place at the Saints and Smugglers 100 miler across Dartmoor.

Joe adds: “When I started my brewing career 16 years ago I would not have entertained the thought of making alcohol-free beer but then I didn’t see myself becoming a runner either! It transpires that taking up running was a great decision for me and the brewery!”

Images available here.

Contact: bella@rawfoodanddrinkpr.co.uk

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