IMPOSSIBREW® (www.impossibrew.co.uk) is a team of London-based beer lovers who are harnessing tech to create enhanced craft beers (£3.00 per 440ml can) that deliver both relaxation and exceptional taste. Their innovative Social Blend™ technology helps drinkers unwind naturally, offering a true third choice beyond ‘drinking’ and ‘not drinking’. January 2026 sees IMPOSSIBREW Enhanced Lager and Hazy Pale become the first functional beers to be listed exclusively by Ocado.com, the world’s largest dedicated online supermarket.
Shauna Clark Fitzpatrick, low and no buyer at Ocado Retail, says: “We’re delighted to be the first grocery retailer to stock the core range of IMPOSSIBREW beers – just in time for Dry January. The first functional beers to join Ocado.com, we’re excited to offer this innovative approach to non alcoholic beers to our customers.”
Mark Wong, founder at IMPOSSIBREW, says: “Working with a business such as Ocado that has a commitment to high-quality products, sustainability and unbeatable service is a great match for us. As the alcohol free category matures, consumers are seeking more than moderation – they want purpose-driven products that contribute to mood and wellbeing.We’re excited for this step in our goal of being at the forefront of alcohol free beers, with added functional ingredients, in the UK.”
As drinkers continue to look beyond moderation and towards functionality, a new movement is taking shape within the alcohol-free category. According to the latest IMPOSSIBREW® PPS Consumer Survey, over half of drinkers (51%) say they miss the ‘buzz’ when switching to alcohol-free options – not just the taste, and this remains the biggest barrier to moderating alcohol consumption.
A new 2025 consumer study found that 84% confirmed a relaxation effect from IMPOSSIBREW® beers – as science-backed innovation continues to bridge the gap between social ritual and wellbeing, positioning the brand at the forefront of this fast-growing movement.
IMPOSSIBREW® Enhanced Lager (0.5% ABV)
Crafted from a premium Japanese recipe, this gluten-free lager delivers full body and flavour while using traditional brewing ingredients. Dry-hopped and patiently conditioned, resulting in a refreshingly crisp and dry profile with clean, lingering citrus notes. Just 75 calories per 440ml can. Best served at 4°C in a tall glass.
IMPOSSIBREW Enhanced Lager is gluten-free (less than 20ppm, the level at which foods are labelled gluten-free, while still brewing with traditional barley, wheat and malt, thanks to a unique enzyme process that reduces the presence of gluten in the final brew).
IMPOSSIBREW® Hazy Pale (0.5% ABV)
A full-bodied pale ale bringing tropical and bitter flavour notes together in a complex profile of peach, pineapple and mango. Its unique low-temperature brewing creates an exceptionally smooth, hazy texture. IMPOSSIBREW Hazy Pale is also low calorie (up to 17kcal per 100ml), low carb (5.28g) and vegan. Best served at 6°C in a craft beer glass.
Innovation: Social Blend™
At the heart of IMPOSSIBREW’s innovation is Social Blend™, an alcohol-alternative blend that uses patent-pending technology to provide a relaxing drinking experience without alcohol. Social Blend™ harnesses the relaxing properties of natural nootropics and adaptogens, and was developed in collaboration with Durham University’s Dr. Paul Chazot, Professor of Biosciences and Head of Pharmacology. This proprietary technology combines ancient wisdom with modern science to promote relaxation and provide a “one or two pint feeling” minus the downsides.
The Real Brew™ Process
Using their unique Real Brew™ process, IMPOSSIBREW starts with a base liquid that undergoes cryogenic fermentation at extremely low temperatures. This allows for full flavour development whilst preserving the active ingredients, resulting in a 0.5% ABV beer that matches the depth and mouthfeel of regular brews.
Limited Edition Innovation
IMPOSSIBREW’s commitment to craft beer innovation extends beyond their core range with limited edition releases that consistently sell out within days. Their experimental IMPOSSIBREW Labs Edition beers showcase even bolder flavours, with a recent nostalgia-inspired Fruit Pastille beer being released.
