Nirvana, the no/low-alcohol brewery, has secured £500,000 from a small group of private investors, taking its 2023 fundraising total to just over £750,000.
Nirvana founder Becky Kean
Debt-free and enjoying its most successful year of trading, the brewery will use the money to fund the development of key markets. There will also be investment in new product development and marketing.
Nirvana is predicting further growth in the category thanks to the strong and sustained trend of no/low ‘mixing’ — beer drinkers varying their rounds between full-strength and no/low beers.
On-trade distribution has already been boosted by Nirvana’s appointment of sales and marketing agency Bright Drinks, which has secured distribution for its range of beers with Inn Express. The agency was previously involved in the trade success of both Lucky Saint and Athletic Brewing Co.
Nirvana’s news comes shortly after the government’s announcement of a consultation on the no- and low-alcohol ‘threshold’, which could result in a rise from 0.05% to 0.5%. Such a move would not only bring the UK into line with many countries, including Germany, Australia, and the US, but would likely further boost the appeal of such drinks, given the likely increased mouthfeel.
Based in East London, Nirvana Brewery was founded in 2016 by Becky Kean, winner of a Management Today 35 under 35 award. She said: “We were ahead of the no/low curve when we started, and now we’re riding the wave that’s come along.
“People aren’t just switching to no/lows occasionally — or exclusively for Dry January — they’re genuinely embracing them. This fundraise and a new distribution partner with experience of top-tier alcohol-free brands is adding further impetus to nine months of impressive growth.”
Bright Drinks co-owner Cheryl Gordon added: “As Nirvana invests in growing beyond its London heartland, we’re thrilled to be part of the team. Working with them makes perfect strategic sense, given the alignment of the brand with market trends, but it was also an emotive decision based on our shared values and a deep admiration for how Becky has grown and established the brand.”
