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Consumer Perceptions of Functional Beers
Functional beers are changing how people think about beer. These drinks combine traditional beer flavours with added health benefits, such as relaxation and reduced stress, without the downsides of alcohol. Here's what you need to know:
- What are functional beers? Non-alcoholic beers infused with scientifically backed ingredients like L-Theanine and Ashwagandha to promote relaxation and social enjoyment.
- Why are they popular? 88% of consumers have reduced alcohol consumption, and 71% report feeling more relaxed after drinking them.
- Who’s leading the way? UK brand IMPOSSIBREW® uses cryogenic fermentation and their Social Blend™ formula to create award-winning non-alcoholic beers like their Lager and Pale Ale.
- Health benefits: Low calories, gluten-free, vegan-friendly, and designed to improve mental clarity and reduce anxiety while maintaining the social experience of drinking.
- Consumer satisfaction: IMPOSSIBREW® has a 4.8/5 rating from over 1,000 reviews, with 95% of customers recommending it to friends.
Functional beers are becoming a go-to choice for people who want to enjoy beer’s taste and social aspects without compromising their health or lifestyle.
Health Benefits and Consumer Views
Main Health Benefits
Studies reveal that many consumers are drawn to functional beers for their health-focused qualities. IMPOSSIBREW®'s Social Blend™ stands out by offering relaxation without the usual downsides of alcohol. Its ingredients, like L-Theanine, are associated with improved focus and reduced stress.
Natural ingredients are another key factor for functional beer enthusiasts. To meet this demand, IMPOSSIBREW®'s Enhanced Lager and Pale Ale are crafted with fewer calories per serving, appealing to those seeking a balance between great taste and health-conscious choices.
Reported benefits include: easing anxiety, improving sleep quality, promoting relaxation, and aiding weight management.
Impact of Health Labels
Health-focused labelling plays a major role in building trust and shaping purchasing decisions. Transparent labels that highlight nutritional benefits and functional ingredients are particularly important to consumers. IMPOSSIBREW® ensures its products are clearly marked as gluten-free and vegan-friendly, appealing to health-conscious buyers.
Taste and Drinking Experience
Consumer Satisfaction
Recent feedback shows that expectations around the taste of non-alcoholic beer have shifted. Thanks to new brewing methods, the old belief that alcohol-free beers lack flavour is fading fast. Just look at IMPOSSIBREW® - it boasts a 4.8 rating from over 1,000 reviews [1].
Their unique brewing techniques have transformed the drinking experience by mimicking the sensory qualities of traditional beers. This has struck a chord with UK consumers who value both great flavour and added benefits.
"It tastes lovely, it really tastes good." – Deborah Meaden [1]
These positive reviews reflect a growing demand for classic beer styles in the functional beer market.
Popular Flavours
UK buyers are showing a strong preference for classic beer styles, with lagers and pale ales topping the list. This trend is backed by IMPOSSIBREW®'s success at the World Beer Awards 2023, where their Lager and Pale Ale were recognised as the UK's best non-alcoholic beers [1].
IMPOSSIBREW®'s Enhanced Lager and Enhanced Pale Ale prove that it's possible to deliver the familiar taste of traditional beers while offering extra benefits. This blend of classic flavours and added functionality has resonated particularly well with UK consumers who want great taste without compromise.
Social and Daily Use
Social Drinking Habits
A striking 88% of IMPOSSIBREW® drinkers have cut back on alcohol since discovering the product [1]. This highlights the growing interest in drinks that preserve social rituals while promoting wellbeing. Even more telling, 95% of customers have recommended IMPOSSIBREW® to friends after trying it [1]. This strong word-of-mouth suggests these beers successfully recreate the social vibe traditionally associated with alcohol [1].
"We exist because we believe in a world where social connection doesn't demand compromise. Where being present with others doesn't mean being absent from yourself. Where letting go doesn't mean losing control. This isn't about removing alcohol. This is about something better." - IMPOSSIBREW® [1]
IMPOSSIBREW® goes beyond just social events, fitting seamlessly into everyday life.
Lifestyle Compatibility
IMPOSSIBREW® fits easily into busy lifestyles, especially for professionals and parents looking to relax without worrying about the next day. Its calming effects, combined with the absence of hangovers, make it a popular choice for a variety of occasions:
| Occasion Type | Consumer Benefits | Usage Pattern |
|---|---|---|
| After Work | Promotes relaxation, keeps you sharp | Perfect for unwinding in the evening |
| Social Events | Boosts confidence, keeps you clear | A go-to drink at gatherings |
| Weekend Leisure | Great taste, calming effects | Suitable for both daytime and evenings |
The appeal of IMPOSSIBREW® lies in its ability to provide a familiar drinking experience while encouraging a balanced lifestyle. This has made it a popular choice for social occasions and everyday relaxation, blending well with the demands of modern life.
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IMPOSSIBREW® Analysis
Social Blend™ Technology
IMPOSSIBREW® has developed Social Blend™, a patent-pending formula that pushes the boundaries of functional beer. This unique blend combines carefully selected ingredients designed to improve mental clarity and ease stress. The result? A sensory experience that captures the social and relaxing qualities of beer - without the side effects of alcohol. Consumer feedback highlights how Social Blend™ enhances both the flavour and the overall drinking experience.
With this formula at its core, IMPOSSIBREW® has crafted a product range that delivers on these benefits.
Current Products
IMPOSSIBREW® provides a selection of enhanced non-alcoholic beers, tailored to diverse tastes and dietary needs. Here's a snapshot of their offerings:
| Product | Key Features | Dietary Benefits | Calorie Content |
|---|---|---|---|
| Enhanced Lager | Crisp, citrus finish | Gluten-free (<10 PPM), Vegan | 27 calories per can |
| Enhanced Hazy Pale | Tropical, fruity notes | Vegan-friendly | Ultra-low calorie |
| Seasonal Editions | Limited releases | Vegan-friendly | 6 calories per 100 ml |
The Enhanced Lager stands out by achieving gluten levels below 10 parts per million, all while preserving its signature flavour profile [1]. Each product combines traditional brewing techniques with Social Blend™ technology, offering a familiar beer-drinking experience infused with functional benefits. For those looking to explore, the Bestseller Bundle, priced at £49.99, provides a variety of options [1].
These efforts place IMPOSSIBREW® at the cutting edge of the functional beer industry.
Market Outlook
Consumer Demands
The popularity of functional beers is on the rise. According to IMPOSSIBREW® data, 88% of customers have cut back on alcohol consumption [1].
This trend is especially noticeable among busy professionals and parents looking to relax without affecting their health or productivity. Consumers are prioritising specific attributes in these beverages, as shown below:
| Consumer Priority | Market Response | Consumer Impact |
|---|---|---|
| Relaxation Effects | Scientifically backed ingredients | 71% report feeling more relaxed [1] |
| Social Experience | Advanced brewing techniques | 95% would recommend to friends [1] |
| Health Benefits | Low-calorie options | As few as 6 calories per 100 ml [1] |
| Taste Quality | Award-winning flavours | 4.8/5 average rating [1] |
While these trends create opportunities, they also bring a set of challenges for producers.
Market Challenges
Maintaining product quality while adhering to strict UK regulations is a major hurdle. Producers must comply with rules around health claims and labelling, all while ensuring their products deliver the promised benefits.
Advancements in brewing technology are key to overcoming these challenges. For example, proprietary innovations like Social Blend™ show how science can address traditional brewing limitations. Impressively, three-quarters of IMPOSSIBREW® customers now view it as the most complete alcohol alternative available [1].
The market is poised for further growth as brands focus on:
- Backing functional benefits with scientific evidence
- Clearly communicating ingredient details
- Maintaining top-tier taste quality
- Staying compliant with regulations
Building and maintaining consumer trust is essential. Successful brands are transparent about what goes into their products and the benefits they offer. Recognition from the World Beer Awards in 2023 further highlights the growing acceptance and improved quality of functional beers [1].
Young Entrepreneur Develops Non Alcoholic Beer Brand
Summary
Recent insights into functional beers in the UK reveal steady growth, fuelled by shifting consumer habits and new brewing techniques. Notably, 88% of IMPOSSIBREW® consumers have cut back on alcohol while still enjoying the social and sensory aspects of drinking [1].
Here’s what consumers are saying:
| Aspect | Consumer Response | Market Impact |
|---|---|---|
| Taste Quality | 4.8/5 average rating | Recognised by the World Beer Awards 2023 |
| Relaxation Effects | 71% report positive results | Boosted demand for science-backed options |
| Social Experience | 95% recommend to peers | Broader market acceptance |
IMPOSSIBREW®'s Social Blend™ technology has been a standout. Investor Deborah Meaden even praised it, saying:
"It tastes lovely, it really tastes good" [1].
As consumers increasingly focus on health, functional beers have carved out a strong position in the UK. With proven benefits and great taste, they’re now a recognised player in the beverage market.
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What is IMPOSSIBREW®?
IMPOSSIBREW® is a pioneering non-alcoholic beer brand based in the UK that aims to create the world's most complete alcohol alternative using patent-pending technology.
Founded by Mark Wong in 2021 and working with some of the world's best professors, scientists and expert brewers, IMPOSSIBREW® specialises in expertly crafted non-alcoholic beers designed to match full ABV beers in both taste and feeling.
Product Range
IMPOSSIBREW® offers a range of enhanced non-alcoholic beers, including:
- Enhanced Lager (0.5% ABV)
- Enhanced Pale Ale (0.5% ABV)
- Limited Editions (Seasonal)
Key Benefits
The key feature that sets IMPOSSIBREW® apart is its proprietary "Social Blend™" - a combination of active botanical ingredients and nootropics using patent-pending technology* designed to recreate the relaxing effects of alcohol without the negative side effects.
Along with record-breaking quality flavour that comes from a unique process without removing alcohol.
Social Blend™ Ingredients
Developed with leading scientists in top UK universities, Social Blend™ includes:
- L-Theanine
- Ashwaghanda
- Soluble Plant Fibres
- Vitamin B1
- Various Plant Extracts.
These ingredients are chosen for their potential to boost serotonin, promote relaxation, and create a calming effect similar to the "one or two pint feeling" without hangovers.
See more details on our very own research paper, with over 1,000 participants:
- More than 70% said they felt relaxed after consuming IMPOSSIBREW®.
- 88% have reduced alcohol consumption since discovering IMPOSSIBREW®.
- 95% have told a friend about IMPOSSIBREW® after trying.
- 3/4 say that IMPOSSIBREW® is "the most complete alcohol alternative currently available on the market today".
Recognition
IMPOSSIBREW® has received several notable achievements:
- Featured on BBC's Dragons' Den
- Awarded the first and only Gold Medal in the No/Low beer category from the London Beer Competition
- Received multiple industry Gold awards in categories against Full-ABV beers
- Most followed No/Low Alcohol brand on TikTok globally.
Mission and Vision
IMPOSSIBREW® is on a mission to redefine non-alcoholic drinking by creating better-than-alcohol alternatives for those who love beer but want to avoid the health risks associated with alcohol consumption.
The company aims to become the global leading alcohol alternative brand, focusing on helping people transition to a healthier mode of relaxation without the traditional issues and side effects of alcohol.
Production and Ingredients
IMPOSSIBREW® combines traditional brewing methods with their proprietary Social Blend™ along with patent-pending technology*
The beers are made with traditional brewing ingredients such as water, malted barley, wheat, hops, and yeast, in addition to the Social Blend™ components - leveraging their unique cryogenic fermentation process, which means no alcohol is ever removed from the product - ensuring the most authentic quality taste you've come to expect.
Who is it for?
IMPOSSIBREW® caters to consumers who:
- Are busy professionals and parents who would like to unwind with a drink but don't want the hangovers.
- Enjoy the taste and relaxing experience of beer
- Are looking for healthier alternatives to alcohol, with lower calories, carbs and sugar
- Want to avoid hangovers and other negative effects of alcohol consumption
- Are interested in functional beverages with potential mood-enhancing properties
By offering a unique product that aims to replicate both the taste and feeling of alcoholic beer, IMPOSSIBREW® is positioning itself at the forefront of the growing non-alcoholic beverage market.
Get Started Today
Give it a try today with our Welcome Bundle and get 2 Free Beers with your first purchase. Get it delivered straight to your door, risk-free with our 30-day money-back guarantee.
We hope you enjoy them as much as we do and we can't wait for you to try.
*Patent pending in the UK under application number GB2415685.3
How does 'Social Blend™' work?
Social Blend™ is our proprietary alcohol alternative made from a blend of science-backed ingredients using patent-pending technology*.
Designed to replicate the sensory and social relaxing experience of drinking, minus the headaches (and bad decisions).
Developed with Dr Paul Chazot, Bioscience Professor and Chair of Pharmacology at Durham University.
Key Components and Mechanisms
- L-Theanine:
- Ashwagandha Root:
- Vitamin B1 (Thiamine):
- Various nootropic herbs:
Benefits
- Relaxation: The blend promotes a state of relaxation without the sedative effects typically associated with alcohol.
- Mental Calm: By boosting alpha brain waves and serotonin levels, it helps maintain a calm and focused mental state.
- Stress Relief: The combination of L-Theanine, Ashwagandha, and Vitamin B1 helps mitigate stress and anxiety.
- Mood Enhancement: The inclusion these ingredients and other botanicals supports mood regulation and overall positive outlook.
IMPOSSIBREW®'s Social Blend™ is a carefully crafted combination of nootropic and adaptogenic ingredients designed to offer a relaxing and mood-enhancing experience without the drawbacks of alcohol. It leverages the natural properties of its components to promote relaxation, reduce stress, and enhance mood, making it a unique alternative to traditional alcoholic beverages.
(Read our latest research paper here)
*Patent pending in the UK under application number GB2415685.3
Do you ship overseas?
We ship to the UK Mainland for free when you spend over £35
We aim to expand internationally soon - stay tuned!
If you have any queries, feel free to email: hello(@)impossibrew.co.uk
How long will it take to get my orders?
For UK mainland deliveries, normal orders processed here will take 1-3 business days to arrive, with an optional upgrade to Next Day Delivery available (12pm cut-off).
Delivery details will be provided in your confirmation email.
How is 0.5% ABV alcohol-free?
Yes, we know it's confusing. Isn't 0.5% ABV still alcoholic? Officially, 0.5% ABV is classified as Dealcoholised.
- In fact, most things we consume daily have more than 0.5% ABV
- Burger Rolls - 1.2% ABV
- Orange Juice - 0.5% ABV
- Ripe Banana - 0.5% ABV
After more than 2 years of research, we've found that the 0.5% ABV from our natural brewing process significantly increases both flavour and mouthfeel - without spiking your blood alcohol level (BAC).
Is it really gluten-free?
Yes, IMPOSSIBREW® Enhanced Lager is gluten-free. Even though it contains wheat and barley, our beers have been third-party tested to contain less than 10 parts per million (PPM) of gluten, which meets the criteria to be listed as, and labeled gluten-free.
Does it have alcohol tax?
No. While it is true that our beers don't contain alcohol, and thus don't incur UK alcohol duty, we'd like to highlight some factors here that might be helpful in reflecting the value we provide.
- One-to-One Brewing Process: At IMPOSSIBREW, we take pride in our unique brewing techniques. Unlike other non-alcoholic beers, our products are never diluted, watered-down, or have their alcohol content removed - and some even dilute their alcoholic beers up to 5x. This means that our brewing process involves the same level of craftsmanship, time, and resources as a traditional craft beer, resulting in comparable production costs.
- Effective Nootropics: In our commitment to creating the most relaxing non-alcoholic beers, we utilise only the highest quality nootropics as our active ingredients, in safe and effectives dosages. At current alcohol tax rates for a 5% ABV beer, the cost of our nootropics more than double that. Instead of contributing the amounts as tax, why not have it contribute to the product quality itself?
- Small Scale Brewing: Currently, we operate on a smaller scale, which makes us less competitive than large, commercial brewers (often +10,000x our brewing size). As a growing business, we are passionate about our mission to create unique, high-quality non-alcoholic experiences, and we truly appreciate your support. As we continue to grow and expand our production capabilities, we look forward to passing on even more savings to our valued community!
At IMPOSSIBREW, we prioritise offering our customers an enhanced, premium, non-alcoholic beer experience by combining innovative brewing techniques, quality active nootropic ingredients, and award-winning taste. While our pricing may differ from other non-alcoholic competitors, we believe that the value proposition and unique experience our beers provide are well worth it.
At the end of the day, tasting is believing. So give it a try and let us know what you think - risk-free with our IMPOSSIBREW® Guarantee.
Who shouldn't drink IMPOSSIBREW®?
It is not recommended for pregnant or breastfeeding women, those with certain medical conditions like GI disorders or hypertension, or individuals taking specific medications such as antidepressants or blood thinners. If you fall into any of these categories, it's best to consult with your doctor first.
Ashwagandha can lead to overstimulation (i.e. restlessness) if taken alongside thyroid medication.
What is your philosophy?
For thousands of years, we had only one way to unwind together. One way to let our guards down. One way to bridge the gap between who we are and who we are with others.
Not because it was perfect. But because it was all we had.
We decided that wasn't good enough.
We exist because we believe in a world where social connection doesn't demand compromise.
Where being present with others doesn't mean being absent from yourself. Where letting go doesn't mean losing control.This isn't about removing alcohol. This is about something better.
Our Social Blend™ technology isn't an accident. It's the result of questioning everything we thought we knew about social drinking. About working with scientists to understand what we're really seeking in these moments of connection. About daring to imagine something that wasn't possible before.
We believe the greatest innovations don't just solve problems - they change how we live. They make us question why we ever settled for less.
That's what we're building. Not just a drink, but a new way forward. A future where social connection comes without compromise. Where tradition meets innovation. Where science meets ritual.
This is the future of social drinking.
Got more questions?
Our customer support is available Monday to Friday: 9am - 5:30pm.
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