IMPOSSIBREW

IMPOSSIBREW is a London-based non-alcoholic beer brand that has developed a proprietary botanical formulation designed to replicate the relaxation and sociability effects of alcohol without the alcohol content. Founded in 2021 by Mark Wong, the company produces a range of enhanced non-alcoholic beers — including lager, pale ale, and stout variants — brewed using a full craft process and infused with its trademarked Social Blend of active botanical ingredients.

The core insight behind IMPOSSIBREW is that most alcohol-free beer addresses only the taste dimension of drinking. The company's proposition is that alcohol's social appeal is not purely about flavour but substantially about the mild relaxation and sense of connection it produces. Social Blend — developed with Professor Paul Chazot, Chair of Pharmacology at Durham University — incorporates compounds including L-Theanine and organic ashwagandha root that interact with GABA receptors to produce those relaxation effects without alcohol.

IMPOSSIBREW sells primarily direct-to-consumer online and through around 100 independent stockists across the UK. The brand achieved TikTok's largest beer brand audience across all beer categories and has won multiple industry awards including the 2023 World Beer Awards UK Best Non-Alcoholic Beer for both its Lager and Pale Ale. Revenue has doubled year-on-year for three consecutive years, reaching close to £3 million in 2024.

The company raised £1.5 million via Crowdcube — hitting its £500,000 target in 35 minutes and surpassing £1.2 million within 24 hours — to accelerate development of its patent-pending Social Blend technology, expand retail and on-trade distribution, and scale its team. The business is independently valued at £12 million.