Drynks Unlimited challenge NoLo category with new 0.0% Smashed Lager

 Manchester-based Drynks Unlimited, a pioneering drinks business focused 100% on producing the best 0% drinks, is expanding its product portfolio with the addition of its NEW Smashed Lager which will launch in time for Dry January.

Smashed Lager will be available in both 330ml bottles and cans and will join two other truly AF drinks in the Smashed range; Smashed Apple Cider and Smashed Citrus Beer. Two new 0% drinks will launch in 2020; Smashed Hops and Smashed Berry Cider.

The innovative 0% drinks business is putting its unique million-pound cool vacuum distil (CVD) in Robinson’s Brewery in Stockport to good use to produce the new Smashed Lager.

With around a third (33%) of adults moderating the amount they drink and a fifth (20%) choosing not to drink at all (Mintel August 2019) the time is right for a range of truly alcohol-free drinks which offer a quality taste experience and are sessionable.

The low and no alcohol lager category is seeing some of the fastest growth with sales up by around 57% year on year (Mintel August 2019). This growth is being dominated by ‘me-too’ nolo lagers from established alcohol brands but there is space for a British brand which focuses entirely on 0% drinks.

The launch of Smashed Lager rounds off a successful few months for Drynks Unlimited, which was chosen as the one of the UK Future Brands by an expert judging panel at Food Matters Live due to its innovative dealcoholising production process, the Cool Vacuum Distil (CVD). It has been turning heads both in the on and off trade with listings secured in all Booths stores and from Mathew Clark, both from January 2020. The Smashed range has also won a plethora of national media taste awards.

Richard Clark, Founder and MD of Drynks Unlimited said: Since we built the UK’s first and currently only cool vacuum distil in Robinson’s Brewery, we’ve been busy producing what we believe to be some of the best truly alcohol-free drinks on the market. We are so confident in the premium craft 0% drinks we are producing that it was the natural step to add a Smashed Lager to our portfolio, which will help us compete with the category leaders.

“We are passionate about producing 0% drinks that taste as good as their alcoholic counterparts and that are genuinely sessionable. Our Smashed range ticks the boxes for low sugar, low calorie, vegan-friendly and gluten-free (where possible) alcohol free drinks that appeal to a wide audience. Our aim is to get more consumers to start rethinking drinking.”

Smashed Lager is a refreshing pale gold lager beer with a clean taste which perfectly balances with hint of barley malt, complex aromatic floral notes and a mild hoppy bitterness.

Pete Newton, Beer & Spirits Buyer at Booths said: “Smashed really stood out from the crowd for its quality drinking experience, pioneering dealcoholisation process and craft provenance. The nolo category is really starting to boom and our customers are on the hunt for something new and exciting which we’re sure Smashed will deliver.”

Drynks Unlimited has spent three years perfecting the best way to extract alcohol from alcoholic drinks without losing flavour. This intense development, brewing ingenuity and scientific know-how has resulted in a £1.5m investment to build the UK’s very first and only cool vacuum distil. The CVD process gently dealcoholises (removes alcohol from) premium craft drinks without affecting the flavour and aromas in the original, fully alcoholic beer and cider. The CVD process takes a bit longer to produce alcohol free drinks – it takes up to eight days to make a bottle of Smashed Cider or Lager – but delivers by far the best quality liquid.

Drynks Unlimited produces drinks at 0.05% which has less alcohol than a banana. This is truly AF.

The Smashed range uses the finest British ingredients to create authentic tasting beer and cider and then the alcohol is gently removed which maintains the same bubbly, personality, character and flavour of the full alcohol version.

Smashed drinks don’t compromise on ingredients, process or equipment to create vegan-friendly, gluten-free (where possible) drinks. All the Smashed drinks have less than 100 calories each.

Wholesale: Available from Matthew Clark in January 2020, and is currently available from selected regional wholesalers throughout the UK

On Trade: Available in Redemption bar, London and Brunning and Price

Off Trade: Available in Booths supermarkets from January 2020

Online: Available on Zeroholic.co.uk