BrewDog has unveiled a new functional alcohol-free beer brand called Mello.
Slimline cans in Peach & Passionfruit and Lime & Mint have landed in Tesco (rsp: £6.50/4x330ml). They will hit Morrisons on 29 December, before rolling out in Sainsbury’s and Waitrose in January.
The new 0.0% abv brews were “full of flavour and brewed with ingredients that contribute to reducing tiredness and fatigue”, said BrewDog. They contain functional ingredients magnesium, balm extract and camomile.
While Mello will initially be sold in ambient multipacks in the alcohol-free section in store, BrewDog is targeting chilled fixtures as well as meal deal listings for the brand in 2026, as it looks to capitalise on growing demand for alcohol-free functional drinks.
Sales of functional beverages have surged by 34% and the category is now worth £178m [North Star by Circana 52 w/e 22 September 2025]. Category leader Trip – recently valued at $300m as part of a fundraising campaign – expects its global revenues to top $100m (£76.2m) this financial year.
Trip’s best-selling ‘Mindful Blends’ range of drinks includes ingredients such as magnesium, lemon balm and camomile, as well as ashwagandha root extract and lion’s mane mushrooms.
The growth in low & no and functional drinks had been “hard to ignore”, said Ashlea Turner, senior marketing manager at BrewDog.
“Our research has shown the design and proposition of Mello have a very strong appeal with 18 to 35-year-old functional AF drinkers,” she said. “We’re excited to bring something totally new to the market and look forward to carving out a spot in the category.”
The launch of Mello will be supported by in-store PoS, couponing and sampling. There will also be an OOH campaign targeted at travel hubs, sampling with HelloFresh and at gyms, as well as activity across social and digital.
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