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The last flight out of London carried just two passengers on that fateful March day in 2020. As Boris Johnson announced the UK's first lockdown, Mike Gammell and his co-founder Duncan were airborne, heading to Scotland with nothing but faith in their vision for alcohol-free beer. Four years later, Days Brewing has become the fastest-growing brand in the UK's no and low alcohol space, proving that sometimes the biggest risks yield the greatest rewards.
Listen to the full interview with Days Brewing co-founder and CEO Mike Gammell below.
Mike Gammell's journey to founding Days Brewing reads like a masterclass in following unconventional paths. After initially struggling in London finance ("I hated it. I was rubbish at it"), he pivoted to business school, then joined AB InBev—the world's largest beer company—despite promising friends he'd join a startup.
"All of my friends told me I was a total sellout for joining a huge giant conglomerate," Mike recalls. But that experience at AB InBev, particularly in their ZX Ventures innovation arm, proved invaluable. Working on brands like Corona and acquiring craft breweries like Camden Town gave him deep insights into both big beer operations and emerging consumer trends.
His co-founder Duncan brought complementary expertise from building challenger brands in food and beverage, scaling Genius Gluten-Free across the UK, Europe, and US, then joining Propercorn as head of international sales during its rapid growth as Europe's fastest-growing healthy snack brand.
The idea crystallized around a simple realization: "We're not going for beer because we don't want the alcohol. We want to wake up tomorrow morning and work out, feel fresh."
Both founders recognized they were moving away from beer occasions not because they disliked the ritual, connection, and taste, but because alcohol was becoming less relevant to their health-conscious lifestyles. The insight was profound—could they celebrate everything great about beer while divorcing it from alcohol?
Launching in January 2020 seemed like perfect timing until the world changed overnight. The day they signed with their Scottish brewing partner was the same day Boris Johnson announced lockdown.
"Doesn't feel like a great time to be starting a beer business," they thought. But instead of retreating, they made a pivotal decision—they caught the last flight to Scotland and spent nine months there, testing every different method of making alcohol-free beer.
What seemed like disaster became opportunity. COVID gave them time to perfect their product rather than rushing to market, and emerging health consciousness aligned perfectly with their vision.
Days Brewing's approach deliberately challenges traditional beer branding. Where craft beers often feature dark, complex designs, Days opts for clean, crisp packaging that borrows cues from premium sparkling waters.
"We wanted to make it so clean, refreshing, and simple," Mike explains. "We took this interesting insight—we watched people order alcohol-free beer and cover it or pour it straight into glasses because they weren't associated with it."
Their solution? Position Days as a positive choice signifier: "I'm in this bar, watching football, having a laugh with friends, having a round. But guess what? Tomorrow morning I'm waking up, running 10k, working on my startup."
This positioning advantage over big breweries is significant. While traditional alcohol companies can't communicate the benefits of drinking less alcohol to their core consumers, Days openly celebrates it.
"Drinking less alcohol is better for your physical health and mental health," Mike states confidently. They've run campaigns promoting everything from fitness benefits to better sexual health, opening new conversations about alcohol's role in modern life.
Their tagline "Beer for Doing" captures this perfectly—whether it's beer for doing a podcast at lunchtime or beer for doing a 10k run recovery.
The numbers tell a compelling story:
UK non-alcoholic beer has grown from 1% to 2% of total beer sales
In Europe, non-alcoholic beer represents close to 10% of the category
One-third of all UK pub visits are now alcohol-free
Days Brewing is the fastest-growing brand in UK retail's no and low space
This growth reflects broader consumer shifts. As Mike notes, "Consumers are looking to lead healthier lifestyles and more and more are looking to drink less alcohol."
Despite global ambitions ("Our ambition is to build the world's next great beer business"), Days maintains laser focus on the UK market. They've launched in major retailers including Tesco, Sainsbury's, Waitrose, and Ocado, plus partnered with Stonegate, the UK's largest pub group.
Their one international venture—Dubai and the Middle East—leverages a unique advantage: their 0.0% ABV allows operation in markets where competitors' 0.5% products cannot be sold as alcohol-free.
Their new Helles-style lager represents significant innovation. Starting with a full-strength beer using Hallertau hops from Bavaria and yeast from the world's oldest brewery, they use reverse osmosis to gently remove alcohol while maintaining flavor.
The result: a beer that's interchangeable with alcoholic versions in taste tests, with 50% fewer calories, sugar, and carbs than category averages.
Days has raised £6 million across multiple rounds, taking an unusual annual fundraising approach rather than large institutional rounds. This strategy forces focus and milestone achievement while building a supportive investor community.
Their first round story is remarkable—the initial investor meeting resulted in the family office asking them to stop taking other meetings so they could fund the entire £250k round.
The next 12-24 months focus on scaling distribution in retail and on-trade, driven by their partnership with Stonegate pubs. They're testing product innovations online before retail launch, including a tropical IPA that sold out quickly and upcoming fruit beers targeting lunchtime occasions.
Five years out, Mike envisions Days as "a household name in all pubs, bars, and grocery stores in the UK with a fast-growing international presence," keeping beer relevant for modern consumers while celebrating healthier lifestyles.
Days Brewing represents more than just another beverage startup—it's capturing a fundamental shift in how consumers relate to alcohol. By creating products that deliver beer's social and taste benefits without the downsides, they're expanding the category rather than just substituting within it.
Their success proves that sometimes the biggest opportunities emerge from asking simple questions: What if we could have everything we love about beer without what we're starting to dislike about alcohol?
For health-conscious consumers who still value beer's social rituals, Days Brewing offers the perfect answer: "Beer for doing everything you want to do tomorrow."
Days Brewing products are available at major UK retailers and their website. Follow their journey on social media @daysbrewing
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Portfolio of 30+ companies.
Minimum investment of £5,000.
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