BrewDog’s Mello Packs Magnesium Punch in Growing Non-Alc Segment

BrewDog has launched Mello, a new non-alcoholic beer brewed with magnesium, balm extract and chamomile, into the UK market. The Scottish-headquartered brewer, best known for Punk IPA and with bars and brewing operations across the UK, Europe, the US and beyond, is pitching Mello as a non-alcoholic option designed to help reduce tiredness and fatigue while expanding its presence in the fast-growing non-alcoholic segment.

Mello will roll out initially in Tesco stores across the UK, with wider retail and on-trade distribution expected to follow by early 2026. The new line debuts in two fruit-led variants – Peach & Passionfruit and Lime & Mint – building on BrewDog’s existing stable of non-alcoholic beers and reinforcing the brand’s commitment to the category. This move also tracks with b33r.xyz’s previous reporting on the continued outperformance of the non-alcoholic segment even as overall European beer volumes plateau, suggesting that non-alcoholic innovation remains one of the few reliable growth levers for major brewers.

BrewDog stated that Mello responds to rising consumer demand for healthier beverage options, citing YouGov data on shifting drinking habits. In the US, one-third of Americans reported decreasing their alcohol consumption in 2024, with non-alcoholic beverages particularly popular among 21-29-year-olds who cite health consciousness as the top reason for choosing them. In the UK, alcohol consumption among adults fell from 78% in August 2024 to 72% by December, while 62% tried non-alcoholic beer in recent months amid growing interest in such alternatives.

Adam Turner, senior marketing manager at BrewDog, said that internal research shows Mello’s design and positioning resonate strongly with 18–35-year-old non-alcoholic beer drinkers, whom the company views as the future of the beer, wine and spirits category. He added that more than a third of surveyed consumers would consider drinking non-alcoholic beer if they enjoyed the taste, and that Mello’s fruit-led recipes are intended to tap both this taste barrier and the broader shift toward lighter, fruitier beer styles.

In other words, if Mello manages to help people relax, taste good and keep them clear-headed, it might just be the first BrewDog launch that your liver, your doctor and your boss can all agree on.