Zero-alcohol beer that can ‘elevate your feelings’ hits the UK
An alcohol-free IPA made with “superpower plants” that its creators claim can “elevate your feelings” has been launched in the UK.
The beer, named ON Beer, has been created by Drink ON Ltd and, according to the company uses ginseng, damiana, Syrian rue, maca, muira-puama, rhodiola, guarana, liquorice and pepper in the brew along with “alcohol avoidance techniques”.
Speaking to the drinks business, ON Beer founder Chris Kazakeos said: “ON Beer is a revolutionary, zero-alcohol beer crafted with a special blend of superpower plants, that uplift and elevate your feelings.”
In querying what makes the beer different from other alcohol-free beers vailable, Kazakeos explained: “ON beer delivers a uniquely refreshing and full-bodied flavour. Infused with our ON X Blend of superpower plants, each sip carries subtle botanical undertones, seamlessly blended with the robust, richly malted flavour that beer lovers crave. The complex layers of taste unfold gradually, creating a balanced, deeply satisfying experience.”
Describing the name of the beer, Kazakeos told db: ‘ON’ is a heightened state of being. It signifies the uplifting, invigorating effects of ON beer, and the active, engaged lifestyle it enables.”
Kazakeos explained: “Just like switching ‘on’ a light, ON Beer is about turning on life’s best experiences, offering a new perspective on beer and elevating the drinking experience to a whole new level. It’s the state of exhilaration, engagement, and excitement we intend for our drinkers to find themselves in, with no negative downsides.”
ON Beer will be available in 330ml bottles retailing at £16 for a four-pack; £39.50 for 12 or £72 for 24, however details of specific listings or where the beer is being contract brewed in Britain have not been disclosed by Drink ON Ltd.
Upon being asked specifics about the location of the brewery where On Beer is created, Kazakeos said: “As the beer we are producing is a unique invention, it’s therefore important for Drink On Ltd to protect our proprietary beer. The contract brewer we are using, we have a joint confidentiality agreement signed between both parties.”
He added: “For the launch, our beer will initially only be available direct-to-consumers via our e-commerce platform.”