Seven Bro7hers AF Pale Ale

Source: Seven Brothers

The drink has launched via the Seven Brothers webshop

Seven Brothers has jumped on the low & no bandwagon ahead of Dry January.

The Salford brewer has created its first-ever alcohol-free beer: AF Pale Ale.

Described as “a hoppy craft ale”, the NPD is billed as “the perfect solution to 31 days sober”.

It launched via the Seven Brothers webshop and its Manchester beer houses yesterday (20 December) (rsp: £1.60/330ml).

The drink was designed for those “looking to join all-day drinking this Christmas without getting on the sesh”, said the brewer.

Seven Brothers CEO Keith McAvoy said this was “a hotly-awaited moment” for the brand.

“We are often asked for low or alcohol-free beers, so it is exciting to finally be able to add AF Pale Ale to our portfolio.

“The demand has never been greater for delicious, tasty alcohol-free beers. We have worked tirelessly to make sure AF packs a punch in flavour and offers the same satisfying taste beer lovers have grown to expect from any of our ales.”

It follows a flurry of recent activity from low & no drinks suppliers as Dry January approaches.

The Grocer reported earlier this month that Lucky Saint had signed up to become the first-ever official beer of Dry January. 

Scottish alcohol-free beer startup Days last week announced it had secured £1m in a seed funding round to continue its expansion in 2022.

Low & no challenger brand Straight & Narrow, meanwhile, raised almost £180k in a crowdfunding round ahead of launching its portfolio of premium non-alcoholic spirits for the new year.