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Mindful Drinking: Generational Motivations Explained
Mindful drinking is transforming how people in the UK approach alcohol. It’s about making intentional choices to drink less or not at all, focusing on well-being without losing social connections. Here's what you need to know:
- Gen Z leads the trend, prioritising wellness and alcohol-free options like IMPOSSIBREW®'s Social Blend™ for relaxation.
- Millennials balance work, family, and social life by cutting back on alcohol while staying social.
- Gen X focuses on health, choosing practical alternatives that align with their goals.
- Baby Boomers embrace mindful drinking for healthier living, often influenced by medical advice.
Non-alcoholic drinks with added benefits, like IMPOSSIBREW®'s award-winning Enhanced Lager and Pale Ale, are gaining popularity. Ingredients such as L-Theanine and Ashwagandha mimic alcohol’s relaxing effects, making these options appealing across generations.
Mindful drinking is no longer a trend - it’s becoming a key part of British social life, with over 1 million IMPOSSIBREW® sales highlighting this shift.
Why Different Ages Choose Mindful Drinking
Gen Z: Driving the Alcohol-Free Trend
Gen Z places a strong focus on wellness, steering clear of alcohol's downsides and leaning towards drinks that offer specific benefits. IMPOSSIBREW®'s Social Blend™ is a hit with this group, with 71% of customers saying it helps them feel more relaxed [1]. Their choices are shaping how other generations view mindful drinking.
Millennials: Striking a Balance
Millennials aim for balance, picking options that let them relax while juggling work and family life. Data from IMPOSSIBREW® shows that 88% of customers in this group have managed to cut back on alcohol [1]. Unlike Gen Z’s wellness-first approach, Millennials show how mindful drinking can fit into a hectic schedule.
Gen X: Focusing on Health
For Generation X, mindful drinking is about making choices that align with their health goals and lifestyle improvements. Impressively, three-quarters of IMPOSSIBREW® customers describe it as "the most complete alcohol alternative" [1]. This reflects Gen X's preference for both practicality and familiarity. Their shift towards mindful drinking is also influencing Baby Boomers.
Baby Boomers: Adopting Healthier Habits
Baby Boomers are increasingly exploring mindful drinking as part of a broader commitment to healthier living. Encouraged by medical advice and the desire to stay active, they are moving away from traditional drinking habits. The fact that 95% of customers have recommended IMPOSSIBREW® to friends [1] highlights how personal endorsements are helping this generation embrace mindful alternatives.
The Mindful Generation: Why Gen Z is Ditching the Drinks
Non-Alcoholic Options with Added Benefits
The UK now boasts a growing range of non-alcoholic drinks that combine great taste with added perks. These beverages offer a relaxing and social experience, echoing the enjoyment of traditional alcoholic drinks.
Growth of Enhanced Drinks
The increasing popularity of enhanced non-alcoholic drinks highlights a shift in Britain's drinking habits. People are looking for beverages that not only bring people together but also support well-being. This demand has led to creative alternatives that meet both needs.
Ingredients That Make a Difference
Modern functional drinks use scientifically studied ingredients to deliver their effects. Some of the key components include:
| Ingredient | Primary Benefit | Notable Effect |
|---|---|---|
| L-Theanine | Relaxation | Encourages calm without sleepiness |
| Ashwagandha | Stress Relief | Reduces anxiety and tension |
| Vitamin B1 | Mood Support | Boosts mental well-being |
| Plant Extracts | Natural Calming | Offers gentle, soothing effects |
Research led by Dr Paul Chazot from Durham University confirms these ingredients can effectively mimic the relaxing qualities of traditional alcoholic drinks [1]. These findings are at the core of the IMPOSSIBREW® range.
IMPOSSIBREW® Product Range
IMPOSSIBREW® has used these insights to create a unique collection of enhanced non-alcoholic beers, powered by its Social Blend™ technology. The lineup includes Enhanced Lager and Enhanced Pale Ale, both of which are low-calorie, vegan-friendly, and gluten-free. The Enhanced Lager, for instance, contains less than 10 parts per million of gluten, making it suitable for those with specific dietary needs.
"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." – IMPOSSIBREW® [1]
IMPOSSIBREW®'s commitment to this approach has earned it recognition, including the first Gold Medal in the No/Low beer category at the 2023 London Beer Competition. With a 4.8/5 rating from over 1,000 reviews [1], the brand has proven it can combine functional benefits with the enjoyment of social drinking.
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What's Next for UK Mindful Drinking
Current Market Changes
The mindful drinking scene in the UK is evolving fast. With over 1 million IMPOSSIBREW® sales, it's clear that British drinking habits are shifting. Modern brewing now combines time-honoured methods with cutting-edge ingredient technologies, delivering impressive results.
Here are some key trends shaping the market:
| Trend | Current Impact | Future Projection |
|---|---|---|
| Enhanced Formulations | Demand for functional ingredients is on the rise | Likely to become the new standard |
| Social Experience | 75% of IMPOSSIBREW® customers consider it the most complete alcohol alternative [1] | Greater focus on fostering social connection |
| Health Integration | Growing interest in wellness benefits | Expected to emphasise functional health even more |
These trends align with changing public health policies, creating opportunities for fresh initiatives.
Laws and Public Health
Public health efforts increasingly align with the mindful drinking movement, as UK alcohol policies lean toward promoting healthier choices. IMPOSSIBREW®'s Enhanced Lager and Enhanced Pale Ale were recognised as the UK's best non-alcoholic beers at the World Beer Awards [1], showcasing the growing acceptance of enhanced alcohol-free options.
"We exist because we believe in a world where social connection doesn't demand compromise." - IMPOSSIBREW® [1]
With strong public health campaigns and compelling consumer data backing these changes, mindful drinking is on track to become a central part of British social life.
Key Takeaways
The mindful drinking movement in the UK showcases how generational attitudes towards alcohol-free options are shifting. Improved non-alcoholic choices are playing a key role in changing British drinking habits, as evidenced by strong market data.
Research reveals that people are turning to alcohol-free alternatives and finding them effective for relaxation while maintaining social connections. These experiences have driven widespread approval, with 95% of consumers recommending them to others [1]. This growing interest has also contributed to over 1 million IMPOSSIBREW® sales across the UK [1].
Recognition from the industry further highlights this change. IMPOSSIBREW®'s Enhanced Lager and Enhanced Pale Ale were awarded "UK's Best Non-Alcoholic Beer" at the 2023 World Beer Awards [1]. Additionally, three-quarters of consumers believe enhanced non-alcoholic options are the most complete alternatives available today [1].
The data points to a meaningful shift in how generations approach social drinking, showing that mindful drinking is no longer just a trend but a well-established part of British social culture.
FAQs
Why are people in the UK from different generations embracing mindful drinking?
Mindful drinking is gaining popularity across generations in the UK, but the motivations often differ depending on age and lifestyle. Younger generations, such as Gen Z and Millennials, are increasingly prioritising health and wellness, seeking low-calorie, non-alcoholic options that align with their active lifestyles. For older generations, the focus is often on reducing alcohol intake to improve overall health, manage medical conditions, or simply enjoy a more balanced lifestyle.
Functional beverages, like those offered by IMPOSSIBREW®, provide a satisfying alternative by delivering the taste and social experience of traditional alcoholic drinks without the unwanted side effects. This shift reflects a broader cultural move towards more conscious consumption and healthier choices.
How do IMPOSSIBREW®'s non-alcoholic drinks recreate the relaxing experience of alcohol?
IMPOSSIBREW®'s non-alcoholic drinks are crafted with a unique Social Blend™, a combination of science-backed ingredients designed to deliver a sensory and social experience similar to alcohol. This blend helps to promote relaxation and enjoyment without the negative effects associated with drinking alcohol.
By focusing on taste and functionality, IMPOSSIBREW® offers a refreshing way to unwind, whether you're looking for an Enhanced Lager, Enhanced Pale Ale, or one of their seasonal creations - all vegan-friendly, low-calorie, and gluten-free.
What is driving the rise of mindful drinking in the UK?
The rise of mindful drinking in the UK is being shaped by several key trends. Many people are prioritising healthier lifestyles and looking for ways to reduce the negative effects of alcohol. This has sparked interest in alternatives that offer the same sense of relaxation and enjoyment without compromising wellbeing.
Additionally, there’s growing demand for drinks that enhance the sensory and social experience of drinking. Consumers are seeking beverages that replicate the comforting rituals of traditional alcoholic drinks, but without the after-effects, making mindful drinking an appealing choice for a wide range of people.
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Find our most commonly asked questions below or ask our AI Brewer for instant answers.
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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