BRULO

What BRULO does

BRULO is a craft brewery founded in 2019 in Edinburgh, United Kingdom, that produces award-winning alcohol-free beer at 0.5% ABV. The company brews from scratch using quality ingredients, innovative yeast cultures, and modern brewing techniques — explicitly without removing alcohol post-fermentation — spanning styles including double dry-hopped IPAs, NEIPA, Helles lager, stout, and a tropical fruit gose. Production is conducted via a contract brewing partnership with Belgium's De Proef Brouwerij, enabling an asset-light operating model without owned production facilities.

The product range includes approximately ten core beer SKUs sold individually and through curated mixed cases (Discovery Mixed Case, IPA Mixed Case), supplemented by branded merchandise (glassware, apparel, gift sets) and a digital gift card programme. BRULO sells primarily direct-to-consumer through a Shopify e-commerce storefront at brulobeer.com, with three coordinated revenue mechanics: one-time purchases, a Subscribe & Save recurring programme (50% off first order, 15% ongoing, flexible 2–8 week cadence), and a £15-currency referral programme. UK orders ship via FedEx and DPD with next-day delivery; EU and international orders (France, Norway, Sweden, Japan) ship via a Netherlands-based fulfilment hub.

BRULO serves health-conscious, performance-minded adult consumers seeking full craft beer flavour without intoxication, marketed via earned media (The Guardian, BBC, Sunday Brunch, The Telegraph), niche community placements (padel, cycling, trail festivals, golf), and referral loops. The company employs 1–10 staff, is profitable since launch, reported £1.6m net sales in FY2025, and raised over £1m in January 2026 from Funkin founder Alex Carlton and Beavertown founder Logan Plant to fund UK grocery retail listings.

Name

BRULO

Legal name

BRULO (Limited company)

Website

https://brulobeer.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

BRULO is an Edinburgh-based craft brewery producing award-winning alcohol-free beer (0.5% ABV) brewed from scratch without alcohol removal, sold direct-to-consumer online, to on-trade venues, and across Europe and Japan to health-conscious adult beer drinkers.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Craft Beer

NAICS

Breweries (31212)

SIC

Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)

akta.pro secondary industries

Beer Brewing & Brands (CRADAIAA), Alcoholic Beverage Contract Manufacturing & Co-Packing (AFAFAAAI)

Keywords

• Alcohol-free beer
• Craft brewery
• Non-alcoholic beverages
• DDH IPA
• Beer subscription

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer Beer Sales: Online sales of alcohol-free craft beers through e-commerce platform with one-time purchases and subscription model. Revenue from individual cans, mixed cases, and gift sets shipped to UK and international customers.
2. Subscription Revenue: Subscribe & Save programme offering 50% off first order, then 15% ongoing discount. Delivered every 2, 4, 6 or 8 weeks. Generates recurring revenue through subscription orders with free next-day delivery.
3. Referral Programme: Referral programme where existing customers earn £15 credit for each new customer referred who spends £25 or more. Creates viral growth loop and customer acquisition channel.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

BRULO is a craft brewery that produces award-winning alcohol-free beer at 0.5% ABV, brewed from scratch without any alcohol removal. The company sells individual beer cans, curated mixed cases (Discovery and IPA), gift sets, and branded merchandise (glassware, apparel, accessories) direct-to-consumer via its Shopify e-commerce platform, supported by a Subscribe & Save subscription programme and a referral scheme. Production is handled through a contract brewing partnership with Belgium's De Proef Brouwerij, with EU fulfilment via a Dutch hub.

Product overview

BRULO is a craft brewery specialising in alcohol-free beer brewed from scratch (no alcohol removal) at 0.5% ABV. The core product portfolio consists of eight named beer styles across IPA (including DDH IPA, NEIPA, Hazy IPA), Lager, Stout, and Sour/Gose categories, sold both individually and through curated mixed cases (Discovery Mixed Case, IPA Mixed Case). The offering extends beyond beer into branded merchandise (glassware including Gold Harmony Glass and New York Gold Pint Glass, apparel including t-shirts and socks, bar accessories) bundled as gift sets, alongside two service modules: a Subscribe & Save recurring delivery programme with tiered discounts, and a Referral Programme offering credit rewards. The company operates e-commerce direct-to-consumer through its Shopify platform, with international fulfilment via a Netherlands hub and contract brewing through Belgium's De Proef Brouwerij. All beers carry Vegan certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Lust For Life DDH IPA Flagship double dry-hopped IPA with bold tropical hop flavour; the brand's founding beer. Sold as a standalone 330ml can and included in mixed cases.
• All Good IPA IPA from the core range, featured in the brand's trending selection. Sold as a standalone 330ml can.
• 7 Hop 7 Grain DDH IPA Double dry-hopped IPA brewed with seven fresh hops and seven unique grains; lush tropical fruit aroma and taste. Sold as a standalone 330ml can.
• King For A Day NEIPA New England IPA, hazy, juicy and full-bodied, smooth and refreshing at 0.5% ABV. Sold as a standalone 330ml can.
• Sabro Galaxy DDH IPA Double dry-hopped IPA brewed with Sabro and Galaxy hops delivering tropical hop character. Sold as a standalone 330ml can.
• Solar Flare Hazy IPA Hazy IPA in the BRULO range, sold as a standalone 330ml can.
• IPA V2 Second version of BRULO's standard IPA, sold as a standalone 330ml can.
• Highway To Helles Lager Traditional Helles-style lager, balanced, refreshing and sessionable. Sold as a standalone 330ml can.
• Cascadian Tides Stout Dark stout with citrus and pine hop character layered with chocolate and coffee notes. Sold as a standalone 330ml can.
• Five Fruit Gose Sour Gose-style beer featuring five tropical fruits with refreshing tartness. Sold as a standalone 330ml can.
• Discovery Mixed Case Curated mixed case of the full BRULO range — Lust For Life IPA, 7 Hop 7 Grain IPA, Highway To Helles Lager, King For A Day NEIPA, Cascadian Tides Stout, and 5 Fruit Gose. Available in 12-pack (£32.99) and 24-pack (£62.99).
• IPA Mixed Case Hop-forward mixed case featuring King For A Day NEIPA, Lust For Life IPA, and 7 Hop 7 Grain IPA. Available in 12-pack and 24-pack sizes.
• Brulo Luxury Gift Set Premium gift set containing a choice of beers (Best Sellers, Discovery Mixed, IPA Mixed, or single beer), Gold Harmony Glass, Brulo Cotton Socks, and Brulo Keyring. Priced at £29.99.
• Gold Harmony Glass Luxury 400ml glassware made with real gold for indulgent at-home serves.
• New York Gold Pint Glass Modern luxury 568ml pint glass made with real gold and nucleated etching for a foamy head.
• BRULO Gift Card Digital gift cards sent by email in denominations of £15, £25, £50, and £100. Never expire and can be used across multiple purchases until balance is spent.
• Subscribe & Save Subscription Recurring subscription delivery service offering 50% off the first order and 15% off subsequent orders, with free next-day delivery, free gifts (glassware, socks, bonus beer) at delivery milestones, and flexible scheduling from 2 to 8 week intervals.
• Referral Programme Customer referral programme offering £15 credit for both the referrer and the new customer (on minimum £25 orders). Unlimited referrals with rewards stacking; 90-day expiry on earned codes.

Quantifiable outcome

• 73% repeat purchase rate demonstrates exceptional customer loyalty and product satisfaction
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• De Proef BrouwerijcoreTechnology or Integration · 1 January 2019Belgium-based De Proef Brouwerij serves as BRULO's contract brewer. This partnership enables BRULO to operate as a craft brewery without owning production facilities, using De Proef's expertise to produce quality 0.5% ABV beers.
• Dutch Fulfilment HubcoreOthersA fulfilment hub in the Netherlands supports EU direct-to-consumer sales, enabling efficient shipping across European markets.
• FedExcoreOthersPrimary delivery partner for UK orders. Provides next working day delivery service for BRULO's e-commerce orders.
• DPDminorOthersSecondary delivery partner for UK orders, alongside FedEx.
• CrowdcubeminorOthersEquity crowdfunding platform where BRULO's funding round was reopened, enabling retail investors to participate in the funding round.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Athletic Brewing Company: The US category leader in alcohol-free craft beer, operating a similar D2C + retail model with a broad style range (IPAs, lagers, stouts, sours). Highly comparable on product positioning, channel mix, and category premium positioning.
• Big Drop Brewing Co. UK-based alcohol-free craft brewery producing a comparable style range (IPAs, lagers, stouts, pales) with broad UK and international retail presence. Most direct UK competitor on product, geography, and channel.
• Lucky Saint: UK alcohol-free lager brand with strong D2C, grocery, and on-trade presence. Comparable premium positioning, similar target consumer (health-conscious adults), and overlapping retail conversations.
• Days Brewing Co. UK alcohol-free brewery focused on lagers and pale ales with D2C subscription and grocery listings. Comparable scale, geography, and product style mix.
• Nirvana Brewery: UK-based alcohol-free craft brewery offering a multi-style range (IPA, pale, lager, stout) at a similar premium price point with comparable D2C and independent on-trade channels.
• Partake Brewing: Canadian alcohol-free craft brewery with multi-style range and D2C + retail model. Directly comparable on product offering, consumer target, and channel mix despite different geography.

Emerging players

• Mash Gang: UK alcohol-free and low-alcohol craft brewery with a cult following among younger beer drinkers, overlapping on style experimentation and D2C. Smaller scale but similar craft-positioning trajectory.
• CleanCo: UK alcohol-free spirits brand targeting the same health-conscious, moderation-minded consumer. Comparable brand positioning and D2C-led growth model, though in a different sub-category.

Broad incumbents

• Heineken 0.0: Global mass-market alcohol-free lager from Heineken, the dominant grocery competitor in alcohol-free. Comparable product category at much larger scale, illustrating the main mainstream threat BRULO faces on shelf.

Others

• Beer52: Founder James Brown's previous venture and craft beer subscription community (200K+ members). Not a competitor but the most relevant adjacent reference for BRULO's subscription, community, and discovery-box mechanics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/brulobeer
• LinkedInlinkedin.com/company/brulobeer
• Instagraminstagram.com/brulobeer
• Facebookfacebook.com/brulobeer

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BRULO