Days Brewing
Days Brewing produces 0.0% ABV lagers and pale ales using traditional brewing with de-alcoholisation technology. The Edinburgh-based company sells DTC online, through UK retailers (Tesco, Waitrose, Ocado), and on-trade via Stonegate and Prezzo, targeting health-conscious consumers seeking alcohol alternatives.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Days Brewing does
Days Brewing Co (legal entity Better Beverage Company Ltd) is an Edinburgh-headquartered independent non-alcoholic beer producer operating as a UK-focused CPG brand. Its core offering comprises 0.0% ABV Lager (~33 kcal) and Pale Ale (~69 kcal), with a Sunrise Series of limited-edition fruit lagers (Peach and Passion Fruit), mixed packs, gift sets (Starter Pack, Sharer Pack), and branded accessories (glasses, opener, cap). The production approach combines traditional brewing with a described state-of-the-art de-alcoholisation technique intended to retain flavour at 0.0% ABV, using premium hops (Hallertau, CTZ, Magnum, Herkules) and plant-based, all-natural ingredients.
Revenue generation spans four streams: direct e-commerce via daysbrewing.com (~£26.99 per 12 cans), a subscription service (12/24/48 can tiers at ~£1.50-£2.24 per can with free shipping and 20% subscription discount), wholesale distribution through UK grocers Tesco, Waitrose and Ocado, and on-trade/draught sales to pubs and restaurants including Prezzo and a Stonegate Group partnership covering 1,000+ pubs. Pricing also includes volume packs, the Refer-a-Friend £10/£10 mechanic, and free-pint promotional vouchers tied to retail 4-pack purchases. A bespoke draught format launched in December 2024 and is set for UK on-trade rollout in summer 2026.
Customer segments centre on health-conscious moderators seeking the social experience of beer without alcohol-related side effects, plus mainstream consumers looking for low-calorie refreshment. Distribution extends to ~3,500 UK retail and on-trade points, supported by 2,500+ five-star reviews, B Corporation certification, and World Beer Award recognition. In May 2026 the brand joined the Sunrise Beverage portfolio alongside Efes and Orion, with co-founders Mike Gammell and Duncan Keith moving into Sunrise to accelerate UK growth.
Days Brewing firmographics
Firmographics- Name
- Days Brewing
- Legal name
- Better Beverage Company Ltd.
- Website
- https://daysbrewing.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Days Brewing produces 0.0% ABV lagers and pale ales using traditional brewing with de-alcoholisation technology. The Edinburgh-based company sells DTC online, through UK retailers (Tesco, Waitrose, Ocado), and on-trade via Stonegate and Prezzo, targeting health-conscious consumers seeking alcohol alternatives.
- Ownership category
- akta.pro rank
Days Brewing industry classification
Industry- Product category
- Non-Alcoholic Beer
- NAICS
- Breweries (31212)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Alcohol Subscription Clubs & Membership Retail (CRANAAAI)
Keywords
Where Days Brewing is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Days Brewing business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through daysbrewing.com website. Customers purchase individual cans, mixed packs, and bundles with free delivery over £30.
- Subscription Service: Recurring subscription model offering 20% discount on all orders with free shipping. Customers can select frequency (every 2-8 weeks) and customize their beer selection. Includes exclusive access to new products and ability to swap, pause or cancel anytime.
- Retail Distribution: Wholesale distribution through major UK retailers including Tesco, Waitrose, and Ocado, and restaurant chains like Prezzo.
- On-trade/Draught Sales: Draught beer sales to on-trade outlets (pubs, bars) via Sunrise Beverage partnership. Bespoke draught beer launched December 2024.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard 12-can pack pricing |
| Unit Pricing | Pay-as-you-go | 24-can pack pricing |
| Unit Pricing | Pay-as-you-go | Sharer Pack (24 cans + glasses) |
| Unit Pricing | Pay-as-you-go | Starter Pack (12 cans + glass) |
| Subscription | Monthly | 48-can subscription bundle |
| Subscription | Monthly | 24-can subscription bundle |
| Subscription | Monthly | 12-can subscription bundle |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Days Brewing product offering
Product offeringCore offering
Days Brewing produces and sells a range of 0.0% ABV beers — including Lager, Pale Ale and limited-edition fruit lagers (Peach, Passion Fruit) — as canned multi-packs, mixed packs and gift sets, with branded accessories. Products are sold directly to consumers via the Days Brewing e-commerce site and subscription service, and distributed through major UK retailers (Tesco, Waitrose, Ocado) and on-trade venues (pubs, restaurants), with a draught format launched for the on-trade channel.
Product overview
Days Brewing Co is an Edinburgh-headquartered independent non-alcoholic beer brand offering a portfolio of 0.0% ABV beers. The core product line consists of two flagship beers: Days Lager (33 calories, clean and crisp Helles-style lager) and Days Pale Ale (69 calories, tropical-forward pale ale with grapefruit finish). These are supplemented by limited-edition fruit variants including Peach Lager and Passion Fruit Lager as part of the Sunrise Series. Products are sold primarily through e-commerce as canned multipacks (12/24/48 can formats) with a subscription service offering 20% discounts. Gift sets include Starter Pack and Sharer Pack bundles with branded glassware. The company also offers accessories including branded glassware, bottle openers, and caps. Distribution spans major UK retailers (Tesco, Waitrose, Ocado) and on-trade outlets, with recent expansion into draught beer format for pubs.
Differentiator
Problem solved
Functional benefit
Products and services
- Days Lager Clean, crisp 0.0% ABV lager brewed to a traditional Helles recipe with Hallertau hops; 33 kcal per 330ml can; available in 12, 24 and 48-can packs for individual consumers seeking an alcohol-free everyday beer.
- Days Pale Ale Award-winning 0.0% ABV pale ale with tropical overtones and a clean grapefruit finish; 69 kcal per 330ml can; uses CTZ, Magnum and Herkules hops; available in 12, 24 and 48-can packs for individual consumers.
- Days Mixed Lager & Pale Ale Mixed multipack combining Days Lager and Days Pale Ale (both 0.0% ABV) in 12, 24 and 48-can formats for consumers wanting both core variants in one pack.
- Days Peach Lager Limited-edition 0.0% ABV fruit lager blending Days classic lager with a peach flavour; 50 kcal per serving; part of the Sunrise Series for individual consumers seeking a seasonal fruit-flavoured non-alcoholic beer.
- Days Passion Fruit Lager Limited-edition 0.0% ABV tropical fruit lager combining passion fruit with the Days 0.0% lager base; 73 kcal per serving; part of the Sunrise Series.
- Days Mixed Peach & Passion Fruit Pack Mixed multipack combining Days Peach Lager and Days Passion Fruit Lager, both 0.0% ABV, for consumers wanting both Sunrise Series fruit variants in one pack.
- Days Ultimate Mixed Pack Comprehensive mixed pack containing Days Lager, Days Pale Ale, Days Peach Lager and Days Passion Fruit Lager, all 0.0% ABV, for consumers wanting the full Days range in one box.
- Days Mixed Lager, Pale Ale & Peach Pack Mixed multipack combining core Days Lager and Pale Ale with limited-edition Peach Lager, all 0.0% ABV, in 12/24/48-can formats.
- Days Starter Pack Entry-level gift bundle containing 6 cans of Days Lager, 6 cans of Days Pale Ale and a Days branded pint glass, designed as a first-time at-home beer experience.
- Days Sharer Pack Social sharing gift bundle containing 12 cans of Days Lager, 12 cans of Days Pale Ale and two Days branded pint glasses, priced at £41.25 (reduced from £55.00).
- Days Subscription Service Recurring beer subscription offering 20% off all orders with free shipping; available in 12, 24 or 48-can formats across all core products, with delivery frequency every 2–8 weeks and the ability to swap, pause or cancel anytime.
- Days Draught Beer 0.0% ABV bespoke draught beer format for pubs and on-trade outlets, launched in partnership with Sunrise Beverage and piloted with Stonegate pubs, with broader UK rollout planned for summer 2026.
- Days Half Pint Glass Days branded 330ml glass designed for optimal at-home serving of Days Brewing beer, priced at £10.00.
- Days Cord Cap Branded one-size-fits-all Days cap available in blue and green colours, priced at £20.00.
- Days Bottle Opener
Quantifiable outcome
- 30x volume increase per site in Stonegate pilot programme
- +2 more outcomes
Companies that use Days Brewing
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Days Brewing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
Days Brewing partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Sunrise BeveragecoreDays Brewing partnered with Sunrise Beverage to join its portfolio, creating a platform for accelerated growth. The partnership adds the fast-growing alcohol-free brand to Sunrise's portfolio alongside existing brands like Efes and Orion. The Days founding team (Mike Gammell and Duncan Keith) joined Sunrise as part of the deal. Partnership aims to capitalise on the alcohol-free beer category growth opportunity in the UK market.
- Stonegate GroupflagshipStonegate pubs partnership for promotional campaign and draught beer distribution. Over 1,000 participating pubs for free beer e-voucher promotion. Stonegate pilot programme achieved 30x volume increase per site. Bespoke draught beer launched December 2024, now rolling out across UK on-trade.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Days Brewing competitors and assessment
Company assessmentDirect peers
- BrewDog: UK craft beer giant with an expanding non-alcoholic lineup (Nanny State, Outsider, Hazy AF). Comparable to Days Brewing in craft beer category, UK market presence, and DTC-plus-retail distribution, though operates at substantially larger scale across alcoholic and NA segments.
- Big Drop Brewing: UK-based craft non-alcoholic beer specialist and one of the original UK NA craft brewers. Directly comparable to Days Brewing in product category (NA craft beer), UK target market, premium positioning, and multi-channel distribution.
- Nirvana Brewery: UK craft non-alcoholic brewery producing a range of NA beers. Directly comparable to Days Brewing in product category (NA craft beer), UK focus, and premium positioning.
- Lucky Saint: UK-based non-alcoholic beer brand focused on lager and pale ale. Directly comparable to Days Brewing in product positioning (premium 0.0% ABV lager), UK distribution footprint, and health-conscious consumer target.
- Athletic Brewing Company: US-based craft non-alcoholic beer pioneer and category leader. Comparable to Days Brewing in business model (DTC subscription plus retail distribution), product focus (NA craft beer), and health-conscious/active-lifestyle consumer targeting.
Broad incumbents
- AB InBev (Corona Cero / Budweiser Zero): World's largest brewer offering NA versions of Corona (Corona Cero) and Budweiser (Budweiser Zero). Comparable to Days Brewing in the NA beer category, with substantially larger scale and marketing budgets.
- Heineken (Heineken 0.0): Global brewing giant whose Heineken 0.0 is one of the most widely distributed NA beers. Comparable to Days Brewing in the NA beer category, but with vastly greater resources, global distribution, and incumbent marketing power.
- Becks Blue: AB InBev-owned non-alcoholic lager with established UK distribution in both retail and on-trade. Comparable to Days Brewing in the NA lager category and UK channel mix.
- Clausthaler: German pioneer of non-alcoholic beer, owned by Radeberger Gruppe. Comparable to Days Brewing in NA beer category, with longer heritage and broader European on-trade distribution.
- Erdinger (Alkoholfrei): German wheat beer brand with a well-known alcohol-free variant (Erdinger Alkoholfrei). Comparable to Days Brewing in the NA beer category and on-trade presence across Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Days Brewing social profiles
Digital presenceDays Brewing compliance and trust
Trust signalCompliance1 record
Days Brewing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Days Brewing leadership team
Management profileNumber of profiles
Profiles2 records
Days Brewing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Days Brewing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Days Brewing
What does Days Brewing do?
Days Brewing produces and sells a range of 0.0% ABV beers — including Lager, Pale Ale and limited-edition fruit lagers (Peach, Passion Fruit) — as canned multi-packs, mixed packs and gift sets, with branded accessories. Products are sold directly to consumers via the Days Brewing e-commerce site and subscription service, and distributed through major UK retailers (Tesco, Waitrose, Ocado) and on-trade venues (pubs, restaurants), with a draught format launched for the on-trade channel.
Is Days Brewing a public or private company?
Days Brewing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Days Brewing founded?
Days Brewing was founded in 2021. It employs 1 to 10 people.
Where is Days Brewing based?
Days Brewing is headquartered in London, United Kingdom, in the Europe region.
How does Days Brewing make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription Service, retail Distribution and on-trade/Draught Sales.
Who are Days Brewing's main competitors?
Direct peers on record are BrewDog, Big Drop Brewing, Nirvana Brewery, Lucky Saint and Athletic Brewing Company. Broad incumbents are AB InBev (Corona Cero / Budweiser Zero), Heineken (Heineken 0.0), Becks Blue, Clausthaler and Erdinger (Alkoholfrei).
Does Days Brewing have an API?
No public API is recorded for Days Brewing.
What industry is Days Brewing in?
Days Brewing's product category is Non-Alcoholic Beer. Its primary akta.pro industry code is CRANAAAI, Alcohol Subscription Clubs & Membership Retail. Its NAICS code is 31212 and its SIC code is 2080.