The BRULO® All Good IPA has been debuted by the brand as a different kind of non-alcoholic beer that taps into the popularity of functional foods amongst consumers today. The drink comes in the form of a West Coast IP with a 0.5% ABV that's achieved with a pilsner, pale ale and flaked wheat grain bill alongside simcoe, citrus and mosaic hops. The beer also features five-grams of soluble fiber in every 330ml can to make it suited for the 'high in fiber' moniker.
Founder James Brown spoke on the BRULO® All Good IPA saying, "Beer has always been the thing your body forgives you for. We thought it was time beer started giving something back. All Good IPA is a properly hoppy West Coast IPA that delivers more fibre than your breakfast."
What's Driving This Trend
- Functional Non-alcoholic Beer
- Brewers are transforming alcohol-free beer into a wellness-adjacent format where added nutrients, botanicals, and digestive benefits can differentiate products beyond taste and sobriety.
- Fiber-fortified Beverages
- Soluble fiber is moving into ready-to-drink formats, creating space for everyday beverages that merge convenience, gut-health positioning, and familiar flavor profiles.
- Better-for-you Craft Brewing
- Craft beer cues such as hop-forward recipes and premium grain bills are being combined with health-focused claims, signaling new premiumization paths for moderation-minded consumers.
Who This Affects Most
- Non-alcoholic Beverages
- The category is expanding from substitution-based products into functional drinks that compete with wellness beverages, soft drinks, and traditional beer occasions.
- Functional Foods
- Products that blend indulgent formats with measurable nutritional benefits reflect a growing market for foods and drinks that make wellness feel less restrictive.
- Craft Brewing
- Independent and specialty brewers have room to reinterpret beer as a nutrient-enhanced lifestyle product while preserving the sensory complexity expected from craft formats.
