Scottish alcohol-free beer brand Days has raised £1 million in funding to fuel its 2022 category ambitions.
The independent beer business launched its award-winning range of 0.0% beers, brewed in Scotland, in October 2020, and is expecting the alcohol-free beer space to transform over the next two to three years, driven by an increased focus on health and wellness.
Now finishing its first year in market on a high, Days’ rapid growth story has secured the support of a wave of fresh investors and food and beverage innovators as part of a seed funding round to finance its plans to continue taking 0.0% beer to more consumers and occasions in 2022.
Notable investors include Mindful Chef founder Giles Humphries, Propercorn founder Ryan Kohn, and former Camden Town Brewery MD Adam Keary, who joins the business as a strategic advisor.
Launched during the challenges of lockdown as a primarily direct to consumer business, Days is on track to be in 500 physical distribution points by the end of January. These include premium bars and restaurants across the UK. A recent listing on Gorillas saw the brand exceed sales expectations by 400% during its first three months on the rapid delivery app.
Days was founded by childhood friends Mike Gammell and Duncan Keith, who wanted to develop an alternative for those who love great beer but don’t want alcohol to get in the way of their active lifestyles.
The pair set out to create a refreshing and sessionable 0.0% option, with all of the flavour and sociability of beer, that could be enjoyed by anyone, anytime, anywhere. Their commitment to using premium ingredients and a unique alcohol-free brewing process — meaning they don’t strip any alcohol or flavour from the liquid — saw Days Lager crowned at the World Beer Awards this summer.
Alcohol-free opportunities
Determined to ensure every Days sold has a positive impact, the brand’s Days Duty initiative commits 2% of all sales towards organisations that empower fresh thinking towards mental health.
In the last ten months the brand has partnered with Mind and Run for Heroes. Furthermore, the business is currently B-Corp pending and hoping to reach full certification soon.
Mike Gammell, who left ABInBev to launch the business, said: “What excites us most about this is the opportunity to take everything great about beer — that ritual and social connection — to more consumers and new occasions.
“If you map all of the drinking occasions in a week we think there’s actually more opportunities for an alcohol-free beer than an alcoholic one.
“Having proven demand for our beers and brand over the past 12 months, the priority is now building a fantastic team and culture. We will be a team of eight in January 2022, all of whom have been mental health first aid trained.”
