New from BrewDog: Mello Offers Calm and Refreshment in a 0% ABV Beer
BrewDog has pulled off an unexpected lane change with the introduction of Mello, a new functional alcohol-free beer brand.
Billed as “almost certainly the smartest beer you’ve ever tasted”, the slimline cans debut in Peach & Passionfruit and Lime & Mint flavours, crafted with magnesium, balm extract, and chamomile.
The 0% ABV tins still feature many of the same hallmarks as traditional beer — such as malted barley, yeast, sugar, and hops — but lean towards “reducing tiredness and fatigue” rather than punctuating lively nights out.
Retailing at £6.49 for four 330ml cans, BrewDog looks to be betting on the rise of functional beverages and shifting drinking habits.
According to Zion Market Research, the global functional beverages market was valued at approximately $175.5 billion in 2022 and is projected to reach around $339.6 billion by 2030.
That would signal a compound annual growth rate (CAGR) of about 8.6% from 2023 to 2030.
“You’re probably wondering what we’re doing with this new beer,” BrewDog said in announcement. “And that’s fair enough.
“So, here’s the situation: 1 in 3 UK adults now say they don’t drink alcohol, up from 1 in 5 in 2019.
“Among 18-24s, it’s 33%, and 40% of shoppers now say health is a top priority.
“Cue Mello, our new alcohol free beer brewed with magnesium, balm extract and chamomile. This is the beer you’re (probably, I’m not your boss) all cool to have on your desk at work.”
While still presenting like a beer, BrewDog’s Mello looks to be a direct challenger to TRIP. The category leader recently surpassed a mammoth $300 million valuation after closing another hugely successful funding campaign.
TRIP’s best-selling Mindful Blend also uses ingredients like magnesium, lemon balm, and chamomile, alongside adaptogenic additions such as ginseng, lion’s mane, ashwagandha, and L-theanine.
The calm-centric brand expects its revenues to top $100 million this year, buoyed by a fresh assault on the American market.
With 20% of your daily magnesium allowance in every can, Mello is also seeking to cash in on the coveted feeling of calm.
It sits neatly in the intersection between drinks like TRIP and no- or low-alcohol beers, which have also seen a noticeable surge in popularity.
Despite Mello representing a sizeable detour from BrewDog’s punk style, the heavyweight brewer has quickly moved to reassure fans that it’s still very much invested in traditional beers.
“Don’t worry, Mello isn’t replacing the BrewDog beers you know and love,” it added.
“It’s simply joining the family, like that younger cousin who meditates, owns a water filter and somehow always looks well-rested.
“Oddly wholesome… and surprisingly refreshing.
“We’re excited about what Mello adds to the mix — more choice, more reach, and another way to keep pushing boundaries.”
Mello is available direct through BrewDog’s website, in its bars, or via Tesco in ambient four-packs priced at £6.50.
It’s due to hit Morrisons on 29 December, before rolling out in Sainsbury’s and Waitrose in January.
BrewDog has also confirmed its intentions to place Mello in chillers, as well as meal deal listings, in the new year.
SEE ALSO: TRIP Looks to America After Clearing $300 Million Valuation
