ON Beer

James Jacoby brought over two decades of botanical research to the project, including prior work at Gaba Labs, the organisation behind Sentia Spirits. That background gave the brand access to a research base in plant compounds and their effects that few AF beer producers can draw on. Chris Kazakeos came from an advertising background at Saatchi & Saatchi before moving into the alcohol-free market. Development of the first recipe took 18 months, followed by a six-month reformulation that produced ON Beer 2.0, a more stable formula suited to wider distribution.

Each bottle contains 11 grams of botanical matter. The blend includes ginseng, rhodiola, guarana, damiana, maca, muira puama, and L-theanine, drawing on plant medicine traditions from Chinese and Ayurvedic practice. ON Beer targets GABA, serotonin, and dopamine pathways, and cites a double-blind university study supporting its functional claims. Effects vary by individual, as is the case with any botanical product.

Most AF beers are positioned as flavour replacements for their alcoholic counterparts. ON Beer's premise runs the other way: the botanical blend is the centrepiece, and the beer format is the delivery vehicle. That places it closer to the functional drinks category in intent, even as it occupies AF beer shelf space in practice.

The range covers IPAs, lagers, and stouts, all marketed under the Tipsy AF trademark. The ABV sits below 0.5%, which most consumers treat as functionally alcohol-free. Distribution runs through the brand's own site and specialist alcohol-free retailers. In January 2026, ON Beer secured its first national hospitality listing across all 16 Dishoom restaurants, featured on the group's Vitality menu.

Pricing sits towards the top of the AF beer category, consistent with the botanical ingredient costs involved. The clearest audience is fitness-focused drinkers and moderators who want more from an AF choice than flavour replication alone.