Low-alcohol brewery Nirvana is set for an expansion drive after impressive year-on-year growth figures — largely thanks to a spike in interest from overseas.
As well as projecting 100% growth in 2022, founder Becky Kean says she has opened up trading with countries on many continents, including the US, Chile, Japan, Kenya and Australia.
Between nine new destinations, Nirvana’s exports increased by 550% in the last year alone. The diversity and demand among international customers has given Kean the confidence to accelerate expansion plans and stay ahead of the wave that has seen premium low-alcohol beer sales soar by 58% in 2019 — the last year not affected by Covid-19. The UK sector is now worth an estimated £143 million, according to research firm Kantar.
Nirvana hopes to raise around £500,000 and has chosen to do so privately rather than in a crowdfunding campaign, in order to allow them to focus on their key objectives of UK draught and international packaged growth.
Kean believes the raise offers real value and opportunity to those who see the potential for low-alcohol beer in the on and off trade over the next few years.
The UK has found itself at the front of the world’s revolution in low-alcohol brewing, with tens of specialist brands opening in the last few years.
Founded in 2016, Nirvana was one of the first, and continues to be one of the few that makes its own beer rather than contracting it out. Nirvana makes a wide range of exciting, modern, and craft-inspired beers that cater to beer lovers who have either gone teetotal or are looking to cut back.
Kean said: “We’ve seen huge success in our on- and off-trade accounts and our own webshop. The awards and reputation this has earned us has brought some really surprising and exciting leads in countries all over the world — and we want to make sure we can meet the demand. We are now looking for strategic equity partners to make us a household name on supermarket shelves in the UK and across the world.”
As part of its ongoing expansion plans, Nirvana has also made some key appointments to the team, including its new head of sales, Jon Hawtree.
Kean added: “We’re delighted to welcome Jon to the Nirvana family and excited about the wealth of experience he brings to the team. His addition to the team will be a great boost to capitalise on the significant interest we’re seeing from the on- and off-trade.”
Nirvana Brewery has six beers in its core portfolio, led by the multi-award-winning Bavarian Helles lager, which is based on a classic recipe. Across the range, the brewery has won two Great Taste Awards, three International Beer Challenge medals, and best lager at the AF Beer Awards.
It is currently the UK’s only dedicated low-alcohol producer to have its own brewery, which it uses for both production and innovation of new recipes.
On top of the all-year-round beers, Nirvana produces several specials throughout the year, and has collaborated with soft drink producer Square Root and Walthamstow brewery Wild Card. The brewery hopes to expand its contract brewing programme to allow for more experimentation and eventually a move into soft drinks under the same brand.
