Recently though, the market has been bubbling with fruit beer alternatives beverages that resemble beer in look and feel but come with zero alcohol.

This shift has been largely fueled by younger consumers rethinking their relationship with alcohol, even as they continue reaching for a beer during social moments.

Enter Days Beer a UK-based alcohol-free beer company founded in 2020 by Mike Gammell and Duncan Keith.

Riding the Mindful Drinking Wave
At the heart of Days Beer lies a powerful cultural undercurrent: the mindful drinking movement.

Brewed in Scotland with locally sourced ingredients, Days doesn’t try to mimic beer by being watered-down it is beer, just without the alcohol or hangover.

The brand is built around guilt-free indulgence, offering the full experience taste, ritual, and vibe without any negative aftereffects.

So how did Days carve out a strong presence in a market dominated by old-school giants and skeptical consumers?

Let’s dive in.

Branding That Sticks The core insight behind Days:  you shouldn’t have to choose between your health and having a beer.

Mike and Duncan set out to create a brand that delivers the full beer experience from the taste and ritual to the satisfaction without alcohol.

What makes them stand out is their authenticity. The founders made their own personalities a part of the brand from day one, giving it a human, relatable feel.

And there’s zero pretension here. Days isn’t trying to be a fancy craft beer, it’s just a smart, clean alternative that fits seamlessly into real lives.

Importantly, the brand isn’t just for sober folks or for “Dry January.” It’s designed to blend into everyday routines without disrupting them.

Psychology-Driven Positioning Where traditional alcohol brands promote escapism, Days flips the narrative it’s about enhancing your life.

They also walk the talk B-Corp certified, with 2% of profits donated to mental health initiatives through their “Days Duty” program.

Who’s Drinking Days?
Their main consumer base? Health-conscious Millennials and Gen Z.

These are people who read nutrition labels, track their steps, and are tuned into their mental well-being.

Many fall into the “sober curious” camp experimenting with reducing alcohol intake without giving it up completely.

You’ll also find athletes, creatives, wellness enthusiasts, and productivity-focused professionals in their tribe.

For some, it’s about improving sleep or avoiding the post-drink blues. For others, it’s about clarity and hitting personal milestones.

Days doesn’t preach sobriety it offers a smarter alternative, giving people room to explore their own reasons for cutting back, including that all-too-familiar “hangxiety.”

Facing the Competition
Days is up against names like Beneficial Beer, Nirvana Brewery, and Beavertown Brewery, along with industry giants like Northern Monk, and Heineken’s alcohol-free line.

Here’s how they stack up: