Infinite Session

What Infinite Session does

Infinite Session is a UK-based craft brewery founded in 2017 in Hackney Wick, East London, by brothers Tom and Chris Hannaway. The company produces full-flavour craft beers at reduced or zero alcohol content — specifically alcohol-free styles (max 0.5% ABV) and a mid-strength 2.5% ABV range — targeting health-conscious, sober-curious, and moderation-seeking consumers in the United Kingdom.

The company's core differentiation lies in its brewing approach: rather than brewing to full strength and removing alcohol, Infinite Session brews to target ABV and engineers its recipes to maximize body and flavor without alcohol. A proprietary six-grain recipe (malted barley, wheat, oats, hops, yeast) supports a smooth, full-bodied mouthfeel at 35-36 calories per 330ml can, and dry hopping with premium hop varieties (Citra, Centennial, Amarillo, Simcoe, Mosaic) produces authentic IPA and Pale Ale character. Core SKUs include Infinite IPA, Infinite Pale, and the enhanced Infinite Mood (containing magnesium citrate, Lion's Mane, and lemon balm). Mid-strength additions include Infinite MID IPA, Infinite MID Hazy, and a MID Mixed Case. The company has also produced a back catalogue of styles since 2017 including lagers, pilsners, west coast IPAs, hazy IPAs, and a COVID fundraising beer.

Infinite Session monetizes through a hybrid model combining direct-to-consumer e-commerce (Shopify-powered site with subscription billing, 10% first-order discount, free shipping above £50) and multi-channel retail distribution through Sainsbury's, Tesco, Ocado, and Amazon, supplemented by a B2B wholesale inquiry channel. Pricing per 330ml can ranges from £1.25 (volume tier on Infinite IPA) to £2.08 (Infinite Mood and MID line 12-pack). The business is family-owned and operated, privately held, appears to be bootstrapped with no external institutional funding disclosed, and ships from a returns/distribution warehouse in Crewe. Multiple World Beer Awards and Judge.me Gold medals underscore the brand's quality positioning.

Name

Infinite Session

Legal name

Infinite Session Ltd

Website

https://infinitesession.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Infinite Session is a UK family-owned craft brewery, founded in 2017 by brothers Tom and Chris Hannaway, producing alcohol-free and mid-strength (2.5% ABV) craft beers distributed direct-to-consumer online and through major UK grocers including Sainsbury's, Tesco, and Ocado.

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)

Keywords

• Alcohol-free beer
• Craft brewing
• Low alcohol beverages
• Non-alcoholic beer
• Mid-strength beer

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer sales through their e-commerce platform. Products sold in various case sizes (12, 24, 48 cans) with pricing tiers offering volume discounts. Subscription option available for recurring orders with 10% first-order discount.
2. Retail Distribution: Sales through major UK grocery retailers including Sainsbury's, Tesco, Ocado, and Amazon marketplace. Products stocked in physical retail locations alongside conventional beers.
3. Wholesale: B2B wholesale channel for businesses to stock Infinite Session products. Contact via wholesale inquiry page.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Infinite Session brews and sells full-flavour craft beers that are either alcohol-free (max 0.5% ABV) or mid-strength (2.5% ABV). The company uses a proprietary six-grain recipe and dry-hopping technique rather than alcohol removal methods to deliver bold citrus, tropical, and pine flavors at 35-36 calories per 330ml can. Core products include Infinite IPA, Infinite Pale, Infinite Mood (with functional adaptogens), Infinite MID IPA, and Infinite MID Hazy.

Product overview

Infinite Session is a family-owned craft brewery specializing in full-flavour beers that happen to be lower in alcohol. The product portfolio consists of two main categories: Alcohol-Free beers (Infinite IPA, Infinite Pale, Infinite Mood with mood-enhancing adaptogens) and Mid-Strength beers at 2.5% ABV (Infinite MID IPA, Infinite MID Hazy, and MID Mixed Case). The company has also brewed a back catalogue of additional styles including lagers, west coast IPAs, hazy IPAs, and pilsners since launching in 2017. All core products are gluten-free, low-calorie (under 40 calories per 330ml can), and brewed using traditional craft methods without alcohol removal.

Differentiator

Problem solved

Functional benefit

Products and services

• Infinite IPA Alcohol-free India Pale Ale brewed with six grains and dry-hopped with Amarillo and Citra hops delivering bold citrus flavor. Contains 35 calories per 330ml can, is gluten-free, and has 30 IBU bitterness.
• Infinite Pale Alcohol-free American Pale Ale featuring tropical new-world hops (Simcoe, Citra, Mosaic) with a smooth six-grain body. Contains 36 calories per 330ml can, is gluten-free, and has 20 IBU bitterness. World Beer Award UK Winner for Low Alcohol Pale.
• Infinite Mood Enhanced alcohol-free Pale Ale brewed with mood-enhancing ingredients including 200mg Magnesium Citrate, 500mg Lion's Mane, and 150mg Lemon Balm per serving. Designed to contribute to relaxation while maintaining beer flavor.
• Infinite MID IPA Mid-strength IPA at 2.5% ABV featuring big citrus, tropical, and pine flavors. Gluten-free and delivers full flavor despite low alcohol content.
• Infinite MID Hazy Mid-strength Hazy Pale Ale at 2.5% ABV with stone fruit and tropical flavors. Gluten-free hazy style pale ale.
• MID Mixed Case Mixed case containing 6 cans of Infinite MID IPA and 6 cans of Infinite MID Hazy Pale, offering variety of the mid-strength range.

Quantifiable outcome

• 4.8/5 customer satisfaction rating based on 816 verified reviews
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Sainsbury'scoreChannel Partner/ Reseller/ DistributorUK supermarket chain stocking Infinite Session products in physical retail locations across the UK.
• TescocoreChannel Partner/ Reseller/ DistributorUK supermarket chain stocking Infinite Session products in physical retail locations.
• AmazoncoreChannel Partner/ Reseller/ DistributorMarketplace listing for Infinite Session products, enabling global distribution through Amazon's platform.
• OcadocoreChannel Partner/ Reseller/ DistributorUK online grocer stocking Infinite Session products for home delivery.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Infinite Session online store, enabling direct-to-consumer sales, subscription management, and order processing.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mash Gang: UK alcohol-free craft brewery producing a wide range of styles (AF IPAs, lagers, pales) with similar mission of making great-tasting alcohol-free beer. Direct competitor in UK craft AF category with overlapping retail distribution.
• Big Drop Brewing Co. UK craft brewery specializing exclusively in alcohol-free beer (Pale Ale, IPA, Lager, Stout etc.), serving the same sober-curious UK consumer with similar retail placement in major grocers. Most direct UK-headquartered competitor in sub-0.5% ABV craft beer.
• Lucky Saint: Bavarian alcohol-free lager producer with strong UK and German retail presence. Direct peer in sub-0.5% ABV brewed-not-dealcoholized beer category, competing for the same premium moderation consumer.
• Athletic Brewing Company: US-based craft brewer focused 100% on alcohol-free beer (Run Wild IPA, Upside Dawn Golden, etc.). Closest global comparable in pure-play alcohol-free craft positioning, brand-led DTC plus retail strategy, and award-winning flavor-first positioning.
• Nirvana Brewery: UK-based craft brewery producing alcohol-free beers including IPAs and pale ales. Competes head-to-head with Infinite Session in UK grocery, DTC, and on-premise channels targeting the sober-curious consumer.
• Erdinger Alkoholfrei: Alcohol-free wheat beer line from major German brewery Erdinger. Direct comparable in low/no alcohol brewing targeting health-conscious mainstream drinkers, with similar gluten-free/brewed-not-dealcoholized positioning.

Broad incumbents

• BrewDog: Large UK craft brewery with alcohol-free sub-lines (Nought, AF) covering IPAs, pales, and lagers. Compares as established craft incumbent extending into alcohol-free with broader portfolio and significantly larger scale/distribution muscle.
• Heineken (Heineken 0.0): Global brewing major with the leading mainstream alcohol-free beer (Heineken 0.0). Represents the incumbent scale threat - vast marketing budget, global distribution, and growing alcohol-free portfolio that competes for the same shelf space and consumer.
• Suntory (All-Free): Japanese brewing giant with All-Free alcohol-free beer franchise, the dominant AF beer in Asia. Compares as a major incumbent that has built a successful alcohol-free-only brand targeting moderating drinkers.

Emerging players

• Thomson & Scott: Premium alcohol-free and low-alcohol beverage brand focused on sparkling wines (Noughty) and spirits. Comparable in the broader no/low alcohol premium lifestyle space, though wine/spirits rather than beer - useful for thematic peer context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/infinitesession
• Instagraminstagram.com/infinitesession

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Infinite Session