Mash Gang
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Mash Gang firmographics
Firmographics- Name
- Mash Gang
- Legal name
- Mash Gang Ltd
- Website
- https://mashgang.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Mash Gang industry classification
Industry- Product category
- Non-Alcoholic Craft Beer
- NAICS
- Breweries (31212)
- SIC
- Malt Beverages (2082)
- akta.pro primary industry
- Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)
- akta.pro secondary industry
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where Mash Gang is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Mash Gang business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer Beer Sales: Online sales through Shopify storefront with subscription model (Restock and Save) offering 15% recurring discount and free shipping. One-time purchases also available. Core beers: Chug Hazy IPA, Glug Cerveza Lager, Journey Juice Fruited IPA, Lesser Evil Chocolate Cherry Stout.
- Merchandise Sales: Branded merchandise including apparel (t-shirts, sweatshirts, football jerseys), glassware (half-pint glasses), and accessories sold through the same e-commerce platform.
- Retail Distribution: Wholesale distribution through major retailers including Waitrose (165 UK stores), Majestic Wine (216 UK stores), Whole Foods, Total Wine & More (Colorado, Texas, Wisconsin), and Thrive Market.
- Trade/On-Premise Sales: Sales to pubs, clubs, bottle shops, restaurants, football clubs, food trucks through trade accounts. Trade portal available for requesting accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core Beer Products - 4 Pack |
| Unit Pricing | Pay-as-you-go | Core Beer Products - 12 Pack |
| Subscription | Monthly | Subscription - Restock and Save |
| Unit Pricing | One time/ perpetual license | Gift Packs |
| Unit Pricing | One time/ perpetual license | Merchandise - Apparel |
| Unit Pricing | One time/ perpetual license | Merchandise - Glassware |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels7 records
Mash Gang product offering
Product offeringCore offering
Mash Gang produces and sells a core range of non-alcoholic craft beers (Chug Hazy IPA, Glug Cerveza Lager, Journey Juice Fruited Hazy IPA, and Lesser Evil Chocolate Cherry Stout) all brewed to 0.5% ABV using proprietary low-alcohol yeast strains and mash profiles rather than dealcoholization. The portfolio is sold through a Shopify direct-to-consumer storefront with subscription, branded merchandise, and through UK and US retail partners including Waitrose, Majestic Wine, Whole Foods, Thrive Market, and Total Wine & More.
Product overview
Mash Gang is a UK-founded non-alcoholic beer brand operating in the US and UK markets, producing a core range of four alcohol-free beers (Chug Hazy IPA, Glug Cerveza Lager, Journey Juice Fruited Hazy IPA, and Lesser Evil Chocolate Cherry Stout), all brewed to 0.5% ABV using purpose-built fermentation rather than dealcoholization. The company also sells merchandise (t-shirts, jerseys, glassware, accessories) and a recurring beer subscription service. All products are sold direct-to-consumer via the Shopify storefront and through retail partners including Whole Foods, Waitrose, Majestic Wine, Thrive Market, and Total Wine & More.
Differentiator
Problem solved
Functional benefit
Brands
- Chug: Flagship non-alcoholic hazy IPA with tropical hop notes of mango, passionfruit and grapefruit, brewed to 0.5% ABV.
- Journey Juice
- Lesser Evil
- Glug
Products and services
- Chug - Non-Alcoholic Hazy IPA Flagship non-alcoholic hazy IPA brewed to 0.5% ABV using Citra and El Dorado hops, delivering tropical hop notes of mango, passionfruit, and grapefruit over a clean pale malt base with soft carbonation and a juicy mouthfeel; 56 kcal per 330ml can; brewed for craft beer drinkers seeking full flavor without alcohol.
- Glug - Alcohol-Free Cerveza Lager Cerveza-style alcohol-free lager, crisp and golden with subtle complexity and high drinkability; brewed with lager yeast and intentional fermentation, featuring layered malt character, citrus top notes, and gooseberry; no dilution or alcohol stripping; 0.5% ABV.
- Journey Juice - Non-Alcoholic Fruited Hazy Pale Ale Non-alcoholic fruited IPA with mango-forward base, Sabro hops, lime zest, and a custom chili-salt blend; mango puree blended at the end of brewing; 59 kcal per 330ml can; vegan-friendly; 0.5% ABV.
- Lesser Evil - Non-Alcoholic Chocolate Cherry Stout Rich, dark non-alcoholic stout brewed with sweet and sour cherry juice, cacao, and vanilla; positioned as a decadent nightcap or dessert pairing; 0.5% ABV.
- Mash Gang Gift Pack (UK) Curated selection pack containing 8 cans (2 each of Chug, Glug, Journey Juice, and Lesser Evil) plus a branded half-pint glass; marketed as a ready-to-gift box or self-treat option.
- Mash Gang Gift Pack Selection pack bundling beer with branded merchandise including a limited edition cozy beanie and a half-pint glass alongside the core range beers.
- Monthly Beer Subscription (Restock and Save) Recurring delivery of curated Mash Gang beers in 4-pack or 12-pack options at 15% off with free shipping; configurable delivery cadence (every 4, 6, or 8 weeks); ability to skip or cancel anytime; available on all beers.
- Mash Gang Heritage Football Soccer Jersey World Beer Cup Champion commemorative jersey made from 100% recycled polyester; moisture-wicking, UPF50+ protection, two-way stretch fabric with double-layered heritage v-neck collar; print-on-demand.
- H/O/P/S Tee Casual 100% cotton t-shirt branded with the 'H/O/P/S' (Hops) logo; available in multiple colors; printed on demand and ships separately from beer orders.
- Mash Gang Advisory T-Shirt 100% cotton men's classic tee featuring Mash Gang branding with taped neck and shoulders and double seam at sleeves and bottom hem.
- Unisex Sweatshirt 50/50 cotton-polyester blend pre-shrunk sweatshirt with air-jet spun yarn for soft feel and reduced pilling, 1x1 athletic rib knit collar with spandex, and double-needle stitched construction.
- Mash Gang Half Pint Glass 10oz (half-pint) heavy-duty branded glassware with neon green MG logo; dishwasher safe; designed for proper NA beer pours and tasting sessions.
- Ratman Among Us Tee Graphic t-shirt featuring the 'Ratman' mascot design; available in Black and White colorways.
- Journey Juice Basement Edition Limited-edition variant of Journey Juice featuring mango and lime with a chili-salt finish; labeled as 'Basement' edition; 0.5% ABV; vegan.
Quantifiable outcome
- 8 medals at Untappd Community Awards 2024 - most by any brand
- +3 more outcomes
Companies that use Mash Gang
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Mash Gang technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Mash Gang partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Majestic Winecore216 stores across UK. Wine specialist retailer known for quality, curiosity and expertise. Partnership with a proper drinks specialist where discovery is valued aligns with brand positioning.
- H-E-BminorIn-store activations at H-E-B for Wet January campaign called 'New Beers Resolution' with promotions, samplings, and 'Meet the Producer' events targeting mental health through social connection.
- Thrive MarketcoreThrive Market, which discontinued its alcohol collection, positions Mash Gang as a flagship non-alcoholic option as part of its broader shift to alcohol-free assortment. CEO Damian McKinney called the placement a 'game changer' bringing the brand to consumers nationwide. Thrive Market selected Mash Gang to lead their NA beer category.
- Waitrose & PartnerscoreNationwide availability at 165 Waitrose stores across UK. Chug and Journey Juice products available in the beer aisle. Major retail milestone for brand visibility and accessibility.
- Whole FoodscoreUS market expansion. In-store activations with promotions, samplings, and 'Meet the Producer' events. Select Whole Foods locations starting January 2025.
- Total Wine & MorecoreUS retail presence in Colorado, Texas, and Wisconsin. Warehouse retailer partnership for US market distribution.
- DioniLifecoreParent company DioniLife, a non-alcoholic beverage company. DioniLife acquired Mash Gang to enter the beverage industry and has expanded the brand to US market. CEO Damian McKinney leads expansion efforts. DioniLife also launched La Borosa tequila alternative and Pavari 17 aperitif alternative under the Mash Gang umbrella.
- Northern MonkminorCollaboration with Northern Monk brewery. Northern Monk helped refine brewing processes for products like Stoop lager. Leeds-based craft brewery partnership.
- Vault CityminorCollaboration on 'Only in Dreams' sour beer project. Scottish craft brewery specializing in pastry sours collaborated on limited edition releases.
- Tripping AnimalsminorCollaboration on 'Stank Drank' hazy IPA for Hop City beer festival. Miami-based brewery known for wild and experimental beers. First festival collaboration representing the alcohol-free brewery at craft beer events.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Mash Gang competitors and assessment
Company assessmentDirect peers
- Athletic Brewing Company: Largest US-based non-alcoholic craft beer specialist. Directly comparable product portfolio (hazy IPAs, lagers, stouts brewed to <0.5% ABV) and overlapping retail channels (Whole Foods, Total Wine, Thrive Market). Primary head-to-head competitor for Mash Gang's US expansion.
- Big Drop Brewing Co: UK-based non-alcoholic craft beer specialist with comparable product range (IPAs, stouts, lagers brewed low-ABV) and UK retail presence. Closest direct peer in Mash Gang's home market, competing for the same supermarket shelf space and on-premise accounts.
- Nirvana Brewery: UK craft non-alcoholic beer producer with overlapping brewing philosophy (purpose-built low-ABV fermentation) and direct competition for UK retail listings and on-premise accounts. Comparable target customer (sober-curious craft beer drinkers).
- BrewDog: UK-headquartered craft brewery with a non-alcoholic range (including Nanny State and other AF SKUs). Overlapping brand positioning in craft beer, dual UK/US market presence, and direct competition for the same retail and on-premise accounts Mash Gang targets. Also a former collaboration partner.
- WellBeing Brewing Company: US craft non-alcoholic beer specialist with similar product positioning and target consumer (wellness-focused, sober-curious adults). Competes for the same Whole Foods and natural channel retail listings.
- Surreal Brewing Company: Craft non-alcoholic brewery producing IPAs, lagers, and stouts below 0.5% ABV. Comparable product breadth and craft-positioning to Mash Gang, with US retail distribution overlapping at specialty grocers.
Broad incumbents
- Heineken 0.0: Flagship non-alcoholic offering from Heineken, the world's second-largest brewer. Represents the broad incumbent NA beer category and competes on the same UK/US retail shelves as Mash Gang with vastly greater marketing and distribution scale.
- Clausthaler: Pioneer non-alcoholic beer brand owned by Radeberger Gruppe. Long-established NA beer presence with broad retail distribution across European and US markets, representing legacy incumbent competition in the category Mash Gang is disrupting.
- Erdinger Alkoholfrei: Non-alcoholic wheat beer from one of Germany's largest private breweries. Overlapping on-premise and off-premise distribution with Mash Gang's trade portal accounts, particularly in European hospitality venues.
- Beck's Blue: AB InBev-owned mainstream non-alcoholic lager with broad global retail presence. Represents mass-market NA beer competition and shares shelf space with Mash Gang at UK grocers and US chains like H-E-B and Total Wine.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mash Gang social profiles
Digital presenceMash Gang financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mash Gang leadership team
Management profileNumber of profiles
Profiles3 records
Mash Gang funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mash Gang 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 Mash Gang
What does Mash Gang do?
Mash Gang produces and sells a core range of non-alcoholic craft beers (Chug Hazy IPA, Glug Cerveza Lager, Journey Juice Fruited Hazy IPA, and Lesser Evil Chocolate Cherry Stout) all brewed to 0.5% ABV using proprietary low-alcohol yeast strains and mash profiles rather than dealcoholization. The portfolio is sold through a Shopify direct-to-consumer storefront with subscription, branded merchandise, and through UK and US retail partners including Waitrose, Majestic Wine, Whole Foods, Thrive Market, and Total Wine & More.
Is Mash Gang a public or private company?
Mash Gang is a private company. It is classified as corporate owned and is currently operating.
When was Mash Gang founded?
Mash Gang was founded in 2020. It employs 1 to 10 people.
Where is Mash Gang based?
Mash Gang is headquartered in London, United Kingdom, in the Europe region.
How does Mash Gang make money?
Four revenue lines are on record. Direct-to-Consumer Beer Sales are the primary driver. The others are merchandise Sales, retail Distribution and trade/On-Premise Sales.
Who are Mash Gang's main competitors?
Direct peers on record are Athletic Brewing Company, Big Drop Brewing Co, Nirvana Brewery, BrewDog, WellBeing Brewing Company and Surreal Brewing Company. Broad incumbents are Heineken 0.0, Clausthaler, Erdinger Alkoholfrei and Beck's Blue.
Does Mash Gang have an API?
No public API is recorded for Mash Gang.
What industry is Mash Gang in?
Mash Gang's product category is Non-Alcoholic Craft Beer. Its primary akta.pro industry code is AFAFAAAJ, Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production, with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 31212 and its SIC code is 2082.