Ocado listing Impossibrew signals forward steps for no and low
Functional non-alcoholic beer business Impossibrew has gained a listing with Ocado. db looks at the rise of the brand and the maturation of zero alcohol beer as more than a style, but a sub-category in its own right.
Made by a team of London-based beer lovers, Impossibrew had one mission when it first entered the scene, to offer people a “third choice beyond drinking and not drinking”. Functional brews took to the stage, but was anyone watching? It seems so. After all, Impossibrew’s crowdfunding jumped to £1.2m in under 24 hours. The business was looking for £500,000 investment, with pre-money valuation standing at £12million and was immediately overfunded by 256% of the target.
Functional
The beers, which are priced at around £3 per 440ml can, promise to deliver “both relaxation and exceptional taste” and, alongside this the company has introduced an innovative take on marketing, giving a nod to what it called its “social blend” technology.
January 2026 has seen the introduction of Impossibrew Enhanced Lager and Hazy Pale as the first functional beers to be listed exclusively by Ocado.
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Ocado Retail low and no buyer Shauna Clark Fitzpatrick said: “We’re delighted to be the first grocery retailer to stock the core range of Impossibrew beers. The first functional beers to join Ocado.com, we’re excited to offer this innovative approach to non alcoholic beers to our customers.”
Speaking to the drinks business about the brand’s expansion into online retail, Impossibrew founder Mark Wong said: “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. As the alcohol free category matures, consumers are seeking more than moderation – they
want purpose-driven products that contribute to mood and wellbeing.We’re excited for this step in our goal of being at the forefront of alcohol free beers, with added functional ingredients, in the UK.”
Fast-growing movement
According to a recent consumer survey, more than half of drinkers (51%) say they miss the ‘buzz’ when switching to alcohol-free options – not just the taste, and this remains the biggest barrier to moderating alcohol consumption. However, a new 2025 consumer study also found that 84% confirmed that they experienced “a relaxation effect” from Impossibrew beers. As Wong pointed out, “science-backed innovation continues to bridge the gap between social ritual and wellbeing, positioning the brand at the forefront of this fast-growing movement”.
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