London-based startup IMPOSSIBREW has efficiently closed its newest Crowdcube fundraising spherical, securing £1,575,390—greater than thrice its authentic £500,000 goal.
Based by Mark Wong, the corporate is redefining alcohol-free consuming with its patent-pending Social Mix expertise, which naturally enhances rest whereas delivering an genuine beer expertise.
The funding spherical, which valued IMPOSSIBREW at £12 million pre-money, attracted 1,204 traders, together with high-profile backers akin to Frazer Thompson, founding father of Chapel Down, a former International Model Director of Heineken, and Jacopo Di Vonzo, founding father of Remeo Gelato. With this funding, the corporate plans to speed up strategic development, increase retail partnerships, and drive additional innovation.
Dry January 2025 noticed record-breaking gross sales for IMPOSSIBREW, reflecting the rising demand for high-quality alcohol-free options. The corporate generated over £500,000 in whole gross sales for the month, almost doubling the earlier 12 months’s figures, and recorded its first-ever six-figure income week in early January. Over the previous 12 months, IMPOSSIBREW has bought a couple of million cans, with a beer now being bought each 15 seconds by way of its web site. The model’s attain has grown considerably, with 18 million folks engaged throughout Dry January alone, and its dominance within the alcohol-free class was evident because it captured 85.3% of all ‘alcohol-free beer’ searches within the UK on the peak of the month. Google Tendencies knowledge additionally confirmed a 200% surge in searches for IMPOSSIBREW between late December and mid-January.
The alcohol-free market continues to thrive, with the sector anticipated to surpass alcoholic drinks by 2026, in keeping with Statista. Shopper habits are altering quickly, with 32% of Brits lowering their alcohol consumption previously 12 months, in keeping with Mintel. Analysis has proven that 51% of drinkers primarily miss the ‘buzz’ of alcohol—an expertise IMPOSSIBREW instantly addresses by way of its purposeful beer. Latest client surveys reveal that 70.6% of consumers report feeling rest results, whereas 87.7% have decreased their alcohol consumption since discovering IMPOSSIBREW.
Mark Wong’s journey to creating IMPOSSIBREW was deeply private. Having developed a ardour for beer and wine at a younger age, he grew to become one of many highest-scoring French Wine Students by the age of 18. Nonetheless, in 2019, a severe well being prognosis compelled him to surrender alcohol completely. Annoyed with the dearth of satisfying alcohol-free options, Wong got here throughout the Kissa Yojoki, a 1211 AD Japanese textual content detailing the relief advantages of pure herbs. Impressed by this discovery, he partnered with Dr. Paul Chazot at Durham College to develop Social Mix, a revolutionary formulation that mixes historical knowledge with trendy science. The end result was a totally new class of purposeful consuming—an alcohol-free beer designed not simply to style good, however to assist customers unwind naturally.
IMPOSSIBREW’s success comes regardless of being rejected on Dragons’ Den in 2022, simply six months after launching. The Dragons raised issues about pricing, market penetration, and early-stage income, with turnover on the time sitting at simply £10,000. Nonetheless, since then, the corporate has defied expectations, reaching a outstanding 299% three-year compound annual development charge between 2021 and 2024. Following its rejection, IMPOSSIBREW turned to Crowdcube, elevating £750,000 in 2022—far surpassing its authentic £400,000 goal inside simply 10 minutes of launch. Immediately, that £45,000 funding the Dragons declined could be price over £1 million.
Reflecting on the corporate’s development, Wong sees the Dragons’ Den expertise as a turning level. Whereas the present didn’t safe them funding, it supplied invaluable validation that there was an actual demand for a 3rd selection past consuming and never consuming. The response following the looks was overwhelming, proving that buyers wished extra than simply alcohol-free beer—they wished another that delivered the total expertise of consuming, with out the alcohol. Three years later, IMPOSSIBREW has established itself because the main alcohol-free beer model within the UK, with sustained year-round development and an increasing client base.
Trying forward, IMPOSSIBREW is concentrated on scaling manufacturing to scale back prices and improve financial savings for patrons, whereas increasing its retail and commerce partnerships to enhance accessibility. The corporate can also be working to boost the at-home consuming expertise, making alcohol-free weeknight enjoyment extra seamless. Wong sees the subsequent section of IMPOSSIBREW’s journey as a transition from a research-driven section to a extra public presence, guaranteeing that the model meets customers the place they’re.
Talking in regards to the future, Wong stays optimistic, stating, “We’re moving from a research phase into a more public phase, meeting consumers where they are. Our mission is to make the future of drinking accessible to everyone, and this latest funding round brings us closer to that vision.” Because the alcohol-free market continues its fast development, IMPOSSIBREW is effectively positioned to develop into a worldwide chief in alcohol options, proving that generally the largest alternatives come from turning ‘no’ into a strong ‘yes.’
