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3rd January 2023

New craft beer drop sparks comparisons to Prime

Supermarket giant Morrisons has disrupted the disruptors by putting the new collaboration between Mash Gang and Northern Monk on sale four days early.

As news broke of Self-Titled, a 0.5% ABV American IPA, unexpectedly hitting the shelves fans rushed to their local branch to see if they could get hold of a can, posting memes comparing it to the stampede for ultra-hype energy drink Prime. Self-Titled is the latest beer from Mash Gang, the revolutionary face of brewing. Their first to get national distribution by a major supermarket, it is breaking all the rules – literally – by being presented in a 440ml can and appearing in the craft beer aisle, not the alcohol free section.

Its holographic label makes this vegan friendly beer hard to miss. The brewers have created a beer that they think will appeal to everyone. “I don’t like the Dry January campaign, I think it’s stupid and I’m very vocal about that.” says Mash Gang Cult Leader (and brewer) Jordan Childs. “We’re inclusive. If you want to drink one of our beers and follow it up with an imperial stout, we’re not going to judge you. “It’s alcohol free beer for people that don’t do alcohol free beers.”

Leave the energy drinks to the kids, and create your own flex. 100% craft beer, only 0.5% alcohol. Self-Titled is available in some Morrisons supermarkets now (apparently), and nationwide in all stores from 4th January.


Editor’s Notes
For high res images, interview requests or further details, contact Laura Hadland of Thirst Media on

Mash Gang are a phantom brewery – a decentralised enterprise brewing no alcohol beers. Started by a group of friends during lockdown, the Gangland team has been making waves across the industry by collaborating with some of the biggest names in brewing and making alcohol free beers that don’t compromise on flavour. They won Best New Brewery at the 2020 AF Beer Awards just 6 months after their inception and continue to dominate the craft beer space.

Northern Monk have been brewing world-leading beers out of a Grade II listed abandoned mill building in Leeds since 2014. Their brand is built on the northern values of community and collaboration, creating a hardcore of passionate supporters.

Press release from Thirst Media.

For high res images, interview requests or further details, contact Laura Hadland of Thirst Media on