BrewDog is introducing a brand-new alcohol-free beer, that does more. Fresh from the Scottish Brewer, Mello is a smart beer innovatively brewed with Magnesium, Balm Extract and Chamomile.

Fruit-forward and refreshingly smooth, Mello is full of flavour and brewed with ingredients that contribute to reducing tiredness and fatigue. Available exclusively to the grocery channel in 4 x 330ml sleek cans from January, flavours include Peach & Passionfruit and Lime & Mint (RSP: £6.50).

One in three adults now say they don’t drink alcohol at all and 25% of 18–24-year-olds have cut down drinking, validating low and no alcohol as the key to future category growth. Paired with this, 40% of shoppers rank health as their top priority for choosing products ahead of price. So, with more consumers choosing to drink less but better, Mello leans into the increasing customer need for premium, healthier options.

Ashlea Turner, Senior Marketing Manager at BrewDog comments: “Our mission is to make people as passionate about great beer as we are. That means pushing the boundaries to create beer that is truly innovative, but also clearly delivers on a consumer need.

“The growth of low and no alcohol along with functional drinks has been hard to ignore. Our research has shown that the design and proposition of Mello have a very strong appeal with 18–35-year-old functional AF drinkers – the future of the BWS category – and 34.4% of respondents say that they would drink AF beer if they liked the taste. Our new fruit-led flavours tap into this, along with the growing popularity for lighter, fruitier beer options.

“We’re excited to bring something totally new to the market and look forward to carving out a spot in the functional AF category.”

From launch, Mello will be driven in-store with standout POS, along with couponing and targeted sampling to drive trial. The brand is also investing in eye-catching and impactful OOH marketing at travel hubs to reach consumers when their lives are hectic, as well as a sampling campaign with Hello Fresh, wellness gyms, digital paid media and a dedicated social media identity.