IMPOSSIBREW

Mark Wong's idea grew from a personal health scare in 2019, when he showed signs of early liver damage from excessive alcohol consumption. The concept was also inspired by the Kissa Yojoki, a Japanese text from 1211 AD documenting natural herbs with relaxation properties. IMPOSSIBREW launched in Dry January 2021, initially developed from Wong's bedroom at Durham University. The brand appeared on BBC's Dragons' Den in 2022 and raised nearly £1 million through crowdfunding.

The beers are brewed with traditional ingredients: water, malted barley, wheat, hops, and yeast. Rather than removing alcohol after brewing, IMPOSSIBREW uses a patented cryogenic fermentation process, keeping the ABV below 0.5% by restricting fermentation in tank and controlling fermentable sugar until sub-zero temperatures halt the process. An enzyme treatment reduces gluten to below 20ppm in the lager.

Social Blend, a patent-pending formula combining botanical herbal medicine and pharmaceutical principles, is included in every beer and was developed in collaboration with Durham University biosciences professor Dr Paul Chazot. It brings together L-Theanine, Ashwagandha root, Vitamin B1, Magnesium, and soluble plant fibres. The lager is brewed to a premium Japanese recipe, dry-hopped and extensively conditioned. The range covers lagers, pale ales, and IPAs, plus limited-edition seasonal releases; one limited run sold out in under 48 hours. IMPOSSIBREW has transitioned to recyclable cans and plastic-free delivery packaging.

The brand targets busy professionals, parents, and moderate drinkers aged 35 to 55. Customer survey data shows 88% have reduced their alcohol consumption since trying IMPOSSIBREW, more than 70% reported feeling relaxed after consuming it, and 3 out of 4 survey respondents rated it the most complete alcohol alternative available. IMPOSSIBREW is the most followed No/Low Alcohol brand on TikTok globally.