70. IMPOSSIBREW: an alcohol alternative that has the buzz, without the booze IMPOSSIBREW’s alcohol-alternative offers taste, health benefits and the relaxing experience of traditional beer. Written by Helena Young Published on January 13, 2025 About the Startups 100 Now in its 17th year, the Startups 100 is the definitive list of the most promising new UK businesses. There's no fee for entry or for inclusion in our index. The Startups team of new business experts judge all our top 100 entrants in collaboration with specialist industry consultants. Written and reviewed by: Helena Young Deputy Editor See our guide to this year’s hottest new businesses and most exceptional founders in the complete 2025 Startups 100 index. Founder: Mark WongYear founded: 2020Website: impossibrew.co.ukAlcohol 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. 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She oversees all news and supporting content on Startups, and is also the author of the weekly Startups email newsletter, delivering must-know SME updates straight to their inbox. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK. With a background in PR and marketing, Helena is particularly passionate about giving early-stage startups a platform to boost their brands. That's one reason she manages the Startups 100 Index, our annual ranking of new UK businesses.