Source: Days

The brand has poured its 0.0% Lager and Pale Ale into 330ml cans

Non-alcoholic craft brewer Days is moving into cans for the first time.

The brand has poured its 0.0% Lager and Pale Ale into 330ml cans, which have rolled out through its web store and will hit WH Smith travel sites later this month (rsp: £2.49).

Days, launched in October 2020, is the brainchild of childhood friends Mike Gammell (formerly of AB InBev) and Duncan Keith (former head of international at Propercorn).

The move into cans was ”a no-brainer” that would allow the brand “to bring our award-winning 0.0% beers to new consumers and occasions”, said Keith.

The brand netted a £1m cash injection from investors to fund its expansion last year. It counts Mindful Chef founder and CMO Giles Humphries, Propercorn founder Ryan Kohn and former Camden Town Brewery MD Adam Keary among its backers.

It isn’t the only non-alcoholic beer brand hoping to grow in the format, though. Fellow brewer Lucky Saint also made the move into cans in September 2021, in a bid to appeal to a wider range of stockists such as convenience stores and other off-trade retailers.

The news comes as reports in The Times last month revealed the rules on labelling non-alcoholic and low-alcohol drinks could be set to change, with the government reportedly considering raising the threshold for a beer to be classed as ‘alcohol-free’ from 0.05% to between 0.5% and 1% and ‘low alcohol’ for drinks up to 3%.

Read more: changing the rules for low and no alcohol labelling is a no-brainer even Rishi and Liz can agree on

William Reed – the publisher of The Grocer – runs a trade show exclusively for the low & non-alcoholic drinks industry. For more information visit