Alcohol-free Shorebreak hazy pale ale has overtaken Helles Beach Cornish Lager (4.4% ABV) to become Firebrand’s biggest selling beer.
Over the past 12 months, Shorebreak has accounted for 23.9% of Firebrand’s total sales, making it the brewery’s number one beer across all channels.
The growth is particularly pronounced online, where Shorebreak sales have increased by 69.1% year on year, with units sold up 67.4%.
The performance is part of a broader shift towards alcohol-free beer within Firebrand’s business. Its wider alcohol-free range has grown by 63.8% online and now represents 84.3% of all online sales, up from 75.6% the previous year. By comparison, total online sales for the business grew by 47%.
“Shorebreak becoming our best-selling beer demonstrates that alcohol-free is no longer simply a niche product or an occasional alternative,” said founder and head brewer Joe Thomson.
“We’ve been seeing the love for Shorebreak right across the board, from pubs and retail to our own online shop, and it’s really exciting to see this translate into real commercial opportunity for our business now.”
