Nirvana Beer launches in the on-trade

Jo Turner

21 June 2017

Until recent years alcohol-free beer was regarded as somewhat of an after-thought. Success have been varied, to put it kindly.

Enter Nirvana Beer. Nirvana’s aim is to develop 'delicious yet non-alcoholic beers' for the growing number of people choosing to lower their alcohol intake.

Nirvana said there is no better place to launch to the on-trade than Imbibe Live. With recent surveys suggesting that the low- and no-alcohol category is the fastest growing in the beer industry, the team has timed its new offering perfectly.

Designated drivers, health fans and anyone else who needs to take a break from imbibing but not from flavour can rejoice, as Nirvana’s first two brews – Tantra Pale Ale and Kosmic Stout, both 0.0% abv – will be available to try at the show.

‘We want to do alcohol-free beers following the same standards of craftsmanship that define craft beer – something that really sets our alcohol-free beers apart from their competitors,' said Becky Kean, co-founder of Nirvana.

‘From the offset we really want to develop a strong brand identity, an identity that looks as good as the beer tastes. Our craft beers won’t be watered-down, alcohol-free versions of an existing mass-produced alcoholic product, they’ll have an identity that we’re sure will be a hit with retailers and consumers alike.’

While you're here…


Have you registered for the on-trade’s favourite drinks show yet? Imbibe Live is taking place on 3-4 July at Olympia London.

If you don't already know, Imbibe Live is the innovative and interactive annual exhibition for anyone who sources, buys or serves drinks in the licensed on-trade. From sommeliers to buyers and from managers to publicans and bartenders, this essential date in the drinks calendar will see the industry’s finest come together.
Register today:

We can’t wait to see you there!

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