Infinite Session

Chris and Tom Miller set out to make beer that stands on its own merits as a drinking experience, rather than leaning on its alcohol-free status as the primary selling point. Instead of brewing at full strength and then stripping the alcohol out afterwards, Infinite Session uses a different approach: high proportions of oats and wheat in the grain bill provide body and mouthfeel, while a low-activity yeast keeps alcohol negligible from the outset. That grain-forward production philosophy, documented in press coverage since 2019, gives the beers a texture that post-fermentation removal techniques can sometimes diminish.

The range covers pale ales, IPAs, and lager styles. In 2019, Infinite Session secured a significant national supermarket listing, marking its transition from a direct-to-consumer proposition into broader mainstream retail. The brand now operates across mainstream supermarkets, specialist alcohol-free retailers, and its own direct channel, with the IPA carrying the widest retail footprint of any product in the range. As an independent, family-run business, Infinite Session has maintained its craft positioning since launch without the backing of a larger drinks group.

The brand's core audience is the sober-curious consumer who wants something that reads as a proper beer in a social setting, with flavour and occasion at the centre. The Millers' approach, building the beer around grain character from the outset rather than engineering out the alcohol afterwards, gives Infinite Session a clearly defined production identity in an AF craft space where many brands take the dealcoholised route.