UK-based Days Brewing, the fastest-growing alcohol-free beer brand in the country, has announced a significant partnership with Stonegate, the UK’s largest pub group, securing a national listing for its 0.0% Lager and Pale Ale.
To celebrate this launch, Days Brewing will offer complimentary beers at over 1,500 Stonegate venues through the MIXR app from October 17 to October 31. This initiative aligns with the increasing trend among modern consumers to moderate alcohol intake.
Mike Gammell, Co-Founder of Days Brewing, expressed enthusiasm about the collaboration, stating, “Launching into Stonegate is a massive moment for Days. With 30% of all pub and bar visits in the UK now alcohol-free, we’re looking forward to partnering with the UK’s biggest pub group to offer our award-winning 0.0% beers to modern drinkers who still want that brilliant beer moment in the pub but are living healthier lifestyles.”
Recent studies indicate that the movement toward moderation transcends age groups, with millennials—who account for 40% of the UK’s no/low alcohol buyers—leading the charge. Notably, 70% of individuals aged 25 to 34 in the UK are actively seeking to reduce their alcohol consumption in the coming year.
Nick Marks, Group Commercial Director at Stonegate, highlighted the importance of adapting to changing consumer behaviors, stating, “We are really socializing differently, and as our business evolves, it’s important that we cater to that trend towards moderation. We’re excited to work with Days in our sites across the country to show people that you can enjoy a delicious 0.0% beer and still be part of that great pub experience.”
This partnership follows a successful 12-month period for Days Brewing, marked by over 100% year-on-year growth, new listings in Sainsbury’s, expanded distribution in Tesco and Waitrose, and recognition as the most popular beer brand globally on TikTok.
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