A centuries-old Japanese text inspired entrepreneur Mark Wong to blend tradition with modern technology. He founded Impossibrew in 2021, aiming to redefine alcohol-free beer. Since then, his company has sold over a million cans in 12 months, with January sales alone reaching £500,000.
The alcohol-free beer market continues to expand in the UK. Impossibrew reported nearly £3 million in revenue for 2024. Before launching a new fundraising round in January, the company had a pre-money valuation of £12 million. Wong’s journey, however, started with rejection. Investors on Dragon’s Den turned him down in 2022.
His passion for brewing developed at Durham University, where he studied philosophy. While bartending and earning top scores at the Wine Scholar Guild, he discovered a serious health issue. At just 21, doctors warned him that his liver resembled that of someone in their forties. He had to rethink his lifestyle immediately.
During a visit to Hong Kong, Wong explored herbal medicine. He came across Kissa Yojoki, a Japanese text from 1211 that described herbs with relaxation benefits. This discovery led to the foundation of Impossibrew. He envisioned a drink that offered an alternative to alcohol without compromising on experience.
Back at Durham, he collaborated with Dr. Paul Chazot, a biosciences professor. Together, they developed Social Blend, a patent-pending technology that fuses herbal medicine with modern brewing techniques. The formula includes organic ashwagandha root extract for relaxation benefits.
Launching a business proved challenging. Wong won a university competition, but the £10,000 prize disappeared quickly due to a failed branding project. With limited funds, he started pre-orders, relying on friends and family for support. Impossibrew debuted in Dry January 2021.
Crowdfunding became a crucial growth strategy. After his Dragon’s Den appearance, Wong raised £800,000 from 700 investors. A second campaign on Crowdcube attracted 1,200 investors and surpassed its £500,000 target in just 35 minutes. Within 24 hours, the campaign brought in over £1.2 million.
The alcohol-free beer market continues to evolve. According to Mintel, 32% of UK consumers reduced their alcohol intake last year. Impossibrew capitalized on this trend by focusing on premium quality. Instead of diluting beer, they partnered with craft brewers in northern England, benefiting from superior water quality. Online sales make up 96% of their business, alongside partnerships with 100 independent stockists.
Mark Wong sees the market shifting. He describes three phases of alcohol-free beer: early alternatives with weak flavors, craft brands improving quality, and now, functional beer providing additional benefits. He compares it to how energy drinks like Red Bull carved out a new category beyond soft drinks.
Industry veteran Frazer Thompson, founder of Chapel Down, has joined as an investor and advisor. Impossibrew’s goal now is to double sales every year.
“Non-alcoholic drinks were once the gluten-free bread of alcohol. Now, anything is possible for Impossibrew,” says Wong.
Key Takeaways from Mark Wong’s Journey
Running a business is harder than it looks. Wong admired Dragon’s Den but soon realized the difficulties firsthand. One batch of beer developed a bacterial infection, proving how unpredictable production could be.
Creativity and resourcefulness matter. Wong built Impossibrew with limited resources. He learned to maximize value without overextending funds.
As the alcohol-free beer market continues to grow, Impossibrew is proving that anything is possible.
Stay tuned to London Pulse News for further updates on Mark Wong’s journey with Impossibrew and the evolving alcohol-free beer market.
