The High & Dry lager is a different kind of beer making its way to the UK market that responds to increasing calls for low and no-alcohol options, but also functional foods and drinks. The beer is brewed with British malted barley with Czech saaz hops that give it citrus notes of lime, tangerine and lemongrass, while featuring a 0.4% ABV. The beer is vegan-friendly, gluten-free and also crafted with lion's mane and cordyceps mushrooms to give it functional properties.
Founder Lou Church spoke on the High & Dry lager saying, "High & Dry, our debut functional lager, came from wanting a drink that reflects how people actually live now. We’re all trying to find a bit more balance without being overwhelmed by information, and to make better choices without losing the joy in things. For me, that meant brewing a proper lager that happens to be functional — not the other way around."
What's Driving This Trend
- Non-alcoholic Beverage Innovations
- Driven by consumer demands for sober-curious living, the rise of alcohol-free beverages is fostering innovation in flavor profiles and health benefits.
- Functional Foods and Beverages
- Aiming to merge nutrition with indulgence, the trend of incorporating functional ingredients like mushrooms in everyday foods is expanding rapidly.
- Gluten-free and Vegan Product Expansion
- With dietary preferences evolving, the demand for products that cater to both gluten-free and vegan consumers is propelling new market opportunities.
Who This Affects Most
- Alcohol-free Beverage Industry
- A shift towards healthier lifestyles is revitalizing the beverage sector by emphasizing non-alcoholic options that do not compromise on taste or quality.
- Mushroom Supplement Industry
- The booming interest in adaptogenic fungi like lion's mane and cordyceps is creating a fusion of nutrition and convenience, spurring growth in diverse product applications.
- Plant-based Food Industry
- As sustainability and health concerns gain traction, plant-based innovations are infiltrating traditional food and beverage markets with alternatives like vegan-friendly lagers.
