Alcohol-free specialist Days Brewing is joining Sunrise Beverages’ portfolio of drinks brands.
The alcohol-free beer category continues to grow rapidly in the UK, but still accounts for just 3% of total beer sales, compared to 10% in Europe, highlighting the potential for growth. Days and Sunrise see draught and on-trade distribution as key to unlocking that opportunity.
“The non-alcoholic beer category is one of the most important structural shifts in beer in a generation, and we believe Days is the best independent brand to lead it,” said Richard Mather, chief executive of Sunrise.
Launched in 2021 by Mike Gammell and Duncan Keith, Days became UK grocery’s fastest-growing non-alcoholic beer brand in 2024, before launching nationwide in Stonegate, the UK’s largest pub company, in 2025.
“We created Days because we wanted to help beer evolve for the way people drink today,” said the duo. “Demand for alcohol-free beer continues to grow, and joining Sunrise provides the perfect platform for our next phase of growth and brings our range to more drinkers across the UK.”
Days is now stocked in more than 3,500 distribution points across the UK, including Tesco, Waitrose, Ocado, Prezzo, and more than 25 Michelin star restaurants.
The brand has achieved over 150 million views on social media, and continues to receive industry recognition, including ‘best zero lager’ by the Times in 2026.
