70. IMPOSSIBREW: an alcohol alternative that has the buzz, without the booze

Founder: Mark Wong
Year founded: 2020
Website: impossibrew.co.uk

Alcohol consumption in the UK has dropped 16% over the past 20 years. Many of us are more health conscious than ever before and the popularity of this alcohol-free lifestyle has seen a surge in products in the market. 

IMPOSSIBREW founder Mark Wong had a personal health scare after showing signs of early liver damage due to excessive alcohol consumption. This wake-up call inspired him to develop an alcohol-free beer that had the relaxing sensation of alcohol without negative health effects.

The brand’s enhanced non-alcoholic beer matches the taste of full-strength beers but also provides a relaxing experience through the use of natural nootropics and adaptogens. 

IMPOSSIBREW calls this concoction its ‘Social Blend’. The blend provides a relaxing effect similar to alcohol – while the startup’s patented Real Brew process using cryogenic fermentation creates a 0.5% ABV beer that matches the mouthfeel of regular brews.

The company’s target audience primarily consists of time-poor, stressed-out, health-conscious adults aged 25-45, including millennials and Gen Zers; a demographic that Wong says values work-life balance, fitness and overall wellbeing, but still enjoys the social aspects of drinking. 

This isn’t the first pint we’ve shared with IMPOSSIBREW. It also featured in the Startups 100 last year, when it impressed our judges for its impressive founder story and innovative approach to an already buzzing market. What has it been up to since then?

“[In the last financial year] a standout achievement was the launch and subsequent sell-out of our Triple-Hopped IPA in under 48 hours,” Wong tells us. “We also transitioned to recyclable cans and implemented plastic-free delivery packaging, aligning with our sustainability goals.”

Looking ahead, IMPOSSIBREW is eyeing up international expansion and hopes to build a strong presence in the US. Wong also plans to expand the product line and secure strategic retail partnerships in major supermarkets and convenience stores. 

IMPOSSIBREW’s unique selling point within the growing alcohol-alternative market makes the brand an exciting one to watch and earns itself a spot on the Startups 100 Index.