Functional non-alcoholic beer challenger Impossibrew has smashed a £500k crowdfunding target to support expansion into supermarkets as demand for low & no continues to rise.
The brand uses natural nootropics and adaptogens to create a 0.5% beer that gives drinkers a “one or two pints feeling minus the downsides”.
More than 1,000 investors have so far backed Impossibrew’s latest campaign on Crowdcube, launched last week, with the raise currently totalling £1.4m and continuing to overfund.
It values the rapidly expanding business at £12m. Investment will be used to accelerate growth further through strategic customer acquisition, retention and innovation. In particular, the DTC operator is focusing on a push into the retail and on-trade channels.
Impossibrew has sold more than one million cans over the past 12 months and revenues hit £2.4m in 2024, with a compound annual growth rate (CAGR) of 308% across four years.
“We’re overwhelmed by the incredible support from our existing investors and community, reaching our funding target of £500k in just 35 minutes during the priority access phase, and surpassing £1.2m within 24 hours of public launch,” said founder Mark Wong.
“We’re incredibly grateful for the over 800 who decided to support our mission to revolutionise social drinking. The funding will accelerate our patent-pending Social Blend technology development and expand nationwide availability, plus building a world-class team to support our ambitious growth plans with a focus on a phased approach, expanding our retail and trade presence nationwide through strategic partnerships – making the future of drinking accessible to everyone. It’s humbling to see so many people believe in our vision, and we’re excited for what the future holds as we move ever closer towards our goal of becoming the world’s best alcohol alternative company.”
Wong developed the patent-pending Social Brew technology for Impossibrew alongside Dr Paul Chazot at Durham University. The company said the proprietary technology combines “ancient wisdom with modern science to promote relaxation”, with the formulation for the brand’s Enhanced Lager and Hazy Pale using natural ingredients including amino acid L-theanine and ashwagandha.
Impossibrew, which is backed by Chapel Down founder Frazer Thompson, appeared on Dragons’ Den in 2022, seeking £45k for a 10% stake, but was rejected by the investors despite Wong impressing with his pitch.
The business soon after raised almost £800k from 702 backers on Crowdcube and has grown sales quickly.
“Dragons’ Den was a pivotal moment for us,” Wong added. “While we didn’t secure investment, the experience gave us something far more valuable – validation that we were creating something people truly wanted.
“The response following our appearance was incredible, showing us there was genuine appetite for a third choice beyond just drinking and not drinking. Three years on, what started in that Den has grown into something remarkable. January has always been our strongest month, but we’re seeing sustained growth year-round as more people embrace mindful drinking and seek enhanced alcohol alternatives. They’re not just looking for alcohol-free beer – they want the complete experience that an enhanced beer can provide.”
Impossibrew expected monthly sales this January to hit £700k, more than doubling the record total generated in the same month of 2023.
No comments yet