Riding The Trend in No and Low Drinks
Every so often, we get to sit down with someone who’s not just part of an industry but actively reshaping it. Today, we’re beyond excited to be talking with Jordan, co-founder of Mash Gang, the alcohol-free beer brand that’s pushing boundaries and changing the way people think about craft beer.
What started as a lockdown side project in 2020 has exploded into one of the most exciting names in the non-alcoholic beer scene.
In just five years, Mash Gang has brewed more than 200 unique alcohol-free beers, collaborated with some of the most renowned global craft beer breweries, and picked up a string of awards and industry nods along the way. From turning over their first £10k to hitting the £1 million mark, the journey has been nothing short of phenomenal.
But what makes Mash Gang truly special isn’t just the numbers, it’s the flavour-first approach, the community-driven ethos, and the refusal to compromise on creativity.
Whether it’s bold collaborations, experimental recipes, or their upcoming focus on alcohol-free draft beer, Mash Gang has become a beacon for innovation in the craft beer world.
We sat down with Jordan to hear the full story, from kitchen hobbyist to award-winning brewer, and to find out what’s next for the brand that’s redefining alcohol-free beer.
Pioneers in Craft Alcohol Free Beer
How Mash Gang Began
If you’d told me five years ago I’d be running one of the UK’s most talked-about alcohol-free beer companies, I’d have laughed.
Up until March 2020, brewing was just a hobby for me, small home-brew kits in the kitchen, nothing serious. Then lockdown hit. Like a lot of people, I needed a project to stay sane. What started as a way to keep me and a few mates busy during COVID quickly spiralled out of control.
Fast forward to today, and Mash Gang has brewed more than 200 different non-alcoholic beers, collaborated with over 30 breweries in the UK, USA, Australia, and Europe, and built a community of drinkers who want flavour without the alcohol.
What was supposed to be a side project turned into a full-blown obsession, and eventually, a business that took on a life of its own.
What Makes Mash Gang Unique
Most non-alcoholic beers are brewed like regular beer and then stripped of alcohol. The result? Often thin, watery, and disappointing.
At Mash Gang, we flipped that on its head. From day one, we brewed with flavour first in mind, designing recipes specifically to be alcohol-free, so nothing gets lost in the process.
But honestly, what makes Mash Gang different isn’t just the beer. It’s the community. Every release, every collab, every joke on a can has been shaped by feedback from drinkers who wanted something better. We’ve never been afraid to experiment, fail, and try again, and that’s why people trust us.
What’s Been A Big Wow Moment For You
Every time I thought, “This is as big as it gets,” it just kept getting bigger!
What have been your most memorable moments that make you think it’s all been worthwhile?
It hasn’t always been smooth sailing. We had plenty of failures at the start, but each mistake pushed us closer to getting it right. Then things started to snowball:
- Brewer of the Year nominations two years running.
- Global awards for our beers, the kind you can’t just buy your way into!
- Financial milestones that felt surreal: first £10k, then £100k, then the first £1 million turnover.
Every time I thought, “This is as big as it gets,” it just kept getting bigger.
Some of our favourite brewery collas have been with…
Gipsy Hill Brewing Co. – a summer low/no ABV collab
IMPOSSIBREW – Red Alert – a super limited edition alcohol-free beer
Tripping Animals Brewing (USA) – Stank Drank, which was brewed for Northern Monk’s Hop City 2023
Vocation Brewery – Permanent Vacation – an incredibly tasty 1.0% pale ale
Vault City Brewing – Virgin Kir Royale and Blackberry Maple Superstack both tasted so, so good!
The Honest Truth About Running a Startup and Alcohol-Free Brewery
If you’re thinking of starting a business like this, here’s the truth: it will take over your life.
For the first 2–5 years, you have to live and breathe it. It’s like getting a pet; you’re responsible 24/7. The stress is brutal. There were days I thought I’d lose my mind. But the payoff? It’s like winning the lottery. You create something that changes lives, yours included.
I sometimes joke that I’d rather buy and sell a house or even get divorced than start another business from scratch. That’s how intense it is. But if you’ve got the passion, it’s worth every second.
What have you got coming up at Mash Gang that you’re most excited about?
What’s Next for Mash Gang?
Right now, I’m obsessed with alcohol-free draft beer. Cans and bottles are great, but there’s nothing like a proper pint. The problem is, most draft options just don’t deliver.
We’re doubling down on making draft alcohol-free beer that actually feels like a pub experience. With Guinness and a few other big players raising the bar, we want to go even further, creating draft beers that are bold, satisfying, and genuinely exciting to drink.
`
The AI Question – Will AI Take My Job if I Launch a Brewery?
Good news – the AI Threat Score is 20%.
While AI is transforming many industries, the core of running a brewery is rooted in craft, creativity, and community, things that machines can’t replicate. Brewing is as much about recipe development, flavour innovation, and brand storytelling as it is about production.
That said, AI is already making inroads in areas like:
- Recipe optimisation: Using data to suggest ingredient combinations or predict flavour outcomes.
- Supply chain and inventory management: Automating stock ordering, logistics, and forecasting.
- Marketing and customer analytics: AI tools can target audiences and personalise campaigns more efficiently than manual methods.
But the heart of a brewery, the brewing process itself, the culture around craft beer, and the human connection with customers remain firmly in human hands. People don’t just buy beer for taste; they buy into the story, the brand, and the experience.
So while AI might help you run things more smoothly behind the scenes, it’s unlikely to replace the passion and people that make a brewery successful.
Jordan, it’s been a pleasure to feature you and Mash Gang today. Anything else you’d like to share with the world?
Mash Gang wouldn’t exist without the people who believed in us. From customers who took a chance on our first weird brews, to the craft beer industry that welcomed us, to my wife and daughter who put up with me disappearing into this obsession, I owe everything to them.
This brand was built on in-jokes, feedback, and community spirit. If you’ve ever cracked open a Mash Gang beer, you’re part of the story.
How To Set up Your Own FMCG Brand
- Validate with small batches first: Start with limited runs or pilot launches to test demand, gather feedback, and refine your product before scaling production.
- Invest early in branding and packaging: In FMCG, first impressions matter. Clear messaging, standout design, and shelf appeal can make the difference between being picked up or passed over.
- Secure the right distribution channels: Don’t just aim for supermarkets straight away. Build traction through independents, online D2C, and niche retailers to prove demand and strengthen your pitch to larger stockists.
—
Do you own a unique, innovative, creative business or project and would like to be featured on the pages of SomethingElse? Get in touch with us and let’s see what we can do together!
Get In Touch
Affiliate Disclosure: In Order To Help Fund Our Community and Programs, SomethingElse participates in Amazon Associates and other affiliate programs. This means we may earn a commission, at no extra cost to you, when you buy through our links. We only share products and services we believe add real value, but please do your own research before purchasing. Thanks and enjoy!
Frequently Asked Questions about Mash Gang
What is Mash Gang?
Mash Gang is a UK-based craft brewery specialising in alcohol-free beer. Founded in 2020 during the COVID lockdown, it has grown into an award-winning brand with a global following.
Where can I buy Mash Gang beers?
Mash Gang beers are available online via the official website, as well as in selected bottle shops, bars, and stockists across the UK, USA, Australia, and Europe.
What makes Mash Gang beers different?
Unlike many non-alcoholic beers, Mash Gang recipes are designed from the ground up to be alcohol-free. This means bold, full-flavoured beers that don’t compromise on taste.
Has Mash Gang won any awards?
Yes. Mash Gang has been nominated twice for Brewer of the Year and has won multiple respected global awards for its alcohol-free beers.
Does Mash Gang do collaborations?
Absolutely. Mash Gang has worked with over 30 breweries worldwide, producing limited-edition non-alcoholic beers that push boundaries and experiment with flavour.
What’s next for Mash Gang?
The next big focus is alcohol-free draft beer. Mash Gang is working on creating premium draft options that replicate the pub pint experience, but without the alcohol.
