Functional alcohol-free beer brand Impossibrew has launched on Ocado.
The brand’s Enhanced Lager and Enhanced Hazy Pale (both rsps: £3/440ml) have become the first functional beers to be stocked by the online-only retailer.
Enhanced Lager, a gluten-free Japanese lager, offered “a refreshingly crisp and dry profile with clean, lingering citrus notes”, according to Impossibrew.
Enhanced Hazy Pale, meanwhile, was a “full-bodied pale ale bringing tropical and bitter flavour notes”.
Both 0.5% abv beers contain a patent-pending “social blend” of nootropics and adaptogens developed with Durham University’s head of pharmacology Dr Paul Chazot.
The blend was created to “provide a relaxing drinking experience without alcohol”, according to Impossibrew.
“Working with a business such as Ocado that has a commitment to high-quality products, sustainability and unbeatable service is a great match for us,” said Impossibrew founder Mark Wong. “As the alcohol-free category matures, consumers are seeking more than moderation – they want purpose-driven products that contribute to mood and wellbeing.”
Wong, a former French wine scholar, founded Impossibrew after being forced to give up drinking in 2019.
He appeared on Dragons’ Den in 2022 seeking £45k for a 10% stake in his then-fledging business, but was rejected by the investors.
The business turned to crowdfunding shortly after, raising almost £800k from 702 backers.
Last year, the brand raised a further £1.5m from more than 1,000 backers at a £12m valuation.
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