Alcohol-free beer brand Mash Gang has landed a grocery debut in Waitrose.
Four-packs of its Chug hazy IPA and Journey Juice fruited hazy IPA have launched across the retailer’s stores nationwide (rsp: £6.50/4x330ml).
Chug, a “juicy and bold hazy IPA”, has landed in 165 stores. Journey Juice – a “mango-forward, fruited hazy IPA” with added chilli and lime zest – is in 122 stores.
“Following the surge in Waitrose no & low category sales this summer, we continue to search for innovative and differentiated brands that will attract new shoppers to this category,” said Waitrose low & no buyer Sarah Holland. “Additionally, with the rapid growth of fruit-flavoured beer sales, we also believe we can accelerate this flavour trend in our non-alcoholic beer range with Mash Gang.”
Sam Wilson, UK managing director at Mash Gang owner DioniLife, added: “This is a brilliant milestone for our team and our drinkers. Mash Gang was built by friends, fuelled by flavour and an obsession with brewing the very best beer, which happens to also be alcohol-free – and partnering with Waitrose will accelerate bringing Mash Gang to a new community of fans.”
Mash Gang was acquired by DioniLife, a then-new non-alcoholic adult beverage company, last September.
The US-based DioniLife was created by former Stoli Group CEO Damian McKinney, alongside ex-Diageo head of global innovation Steve Wilson and former Stoli and Diageo marketing executive Nik Keane.
It is backed by US-based equity investment firm Invus, and also produces non-alcoholic spirits La Borosa and Pavari 17.
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