The News
Days Brewing, a UK-based non-alcoholic beer brand launched in 2021, has partnered with Sunrise Beverages. The partnership aims to leverage Days' existing distribution network and Sunrise's industry platform. Days is currently stocked in over 3,500 points across the UK, including major retailers and restaurants.
Days Brewing has joined the Sunrise portfolio, adding its products to roughly 3,500 UK retail locations.
The move gives distributors an opportunity to double‑down on a rapidly growing low‑ABV segment and signals a push into draught sales that could reshape shelf dynamics for bars and grocery stores.
In the 52‑week period ending April 19 2025, Days Brewing’s off‑trade sales climbed 87.1 % YoY to £816 k—well ahead of broader non‑alcoholic beer growth. The brand already draws over 150 million social‑media views and is carried by Tesco, Waitrose, Ocado and more than 25 Michelin‑star restaurants.
The UK market accounts for about 3 % of total beer sales in the category, versus 10 % across Europe, underscoring a sizable opportunity. Days Brewing achieved a 30× increase in volume at Stonegate during its pilot; if that lift were replicated across Sunrise’s network, it would represent a substantial volume boost for distributors.
On‑premise operators will see two clear advantages. First, the TrueZero compound locks the beer at 0.0 % ABV, eliminating spoilage risk on longer tap lines and reducing waste for bars. Second, Sunrise already holds shelf space with major grocery chains, positioning Days Brewing as a product that appeals to both retail shoppers and bar patrons.
The collaboration frames Days Brewing as a bridge product—fueling off‑trade volumes while strengthening the draft market pull. Distributors should note that the announcement stops short of a wholesale rollout beyond the 3,500 points already listed; if the brand’s performance can be matched across Sunrise’s network, it could deliver a significant volume boost for distributors.
Retailers who already stock Sunrise brands such as Efes, Orion or Gipsy Hill will find adding Days Brewing simplifies low‑ABV logistics under one partner, cutting handling complexity. The brand’s 87 % off‑trade growth and 30× increase at Stonegate demonstrate a growing consumer appetite that can translate into higher foot traffic and cross‑sell opportunities.
For distributors the takeaway is clear: focus on building shelf space for Days Brewing where you already carry Sunrise brands, monitor tier expansion, and leverage the brand’s proven off‑trade momentum to drive draft sales. The 30× lift at Stonegate highlights the scale potential that, if matched across Sunrise’s network, can shift shelf dynamics in your favor.
Added May 2026: for buyers comparing distribution strategies, the partnership highlights Sunrise's focus on expanding non-alcoholic beer through established retail channels, which could be a key factor in scaling the brand's presence in the UK market.
Original Press Release
Days, the UK’s leading independent 0.0% beer brand, joins Sunrise’s portfolio of beverage brands to create a powerful platform for growth.
Sunrise Beverages and Days Brewing today announced a partnership that combines one of the UK’s most exciting non-alcoholic beer brands with Sunrise’s industry-leading drinks platform.
The alcohol-free beer category continues to grow rapidly in the UK, but still accounts for just 3% of total beer sales, compared to 10% in Europe, highlighting the potential for growth. Days & Sunrise see draught and on-trade distribution as key to unlocking that opportunity.
“The non-alcoholic beer category is one of the most important structural shifts in beer in a generation and we believe Days is the best independent brand to lead it,” says Richard Mather, CEO of Sunrise.
Launched in 2021 by Mike Gammell and Duncan Keith, Days became UK Grocery’s fastest-growing non-alcoholic beer brand in 2024 before launching nationwide in Stonegate, the UK’s largest pub company, in 2025.
“We created Days because we wanted to help beer evolve for the way people drink today. Demand for alcohol-free beer continues to grow and joining Sunrise provides the perfect platform for our next phase of growth and brings our range to more drinkers across the UK,” add Duncan Keith and Mike Gammell, Co-Founders of Days Brewing.
Days is now stocked in over 3,500 distribution points across the UK, including Tesco, Waitrose, Ocado, Prezzo and more than 25 Michelin star restaurants. The brand has achieved over 150 million views on social media and continues to receive industry recognition, including ‘Best Zero Lager’ by The Times in 2026.
Recently, Days cracked one of the sector’s most significant challenges: launching on-tap in December with a bespoke draught beer brewed with the Days TrueZero™ compound, which ensures excellent product quality and stability at 0.0% ABV.
Following a successful pilot in Stonegate, which delivered a 30x increase in volume per site, the brand is now rolling out draught across the UK on-trade this summer. For Sunrise, this deal adds a fast-growing alcohol-free brand to its portfolio, alongside expertise in product, sales, D2C and digital marketing. The Days team, including its founders, will join Sunrise.
Sunrise Beverages is on a mission to become the UK’s most successful independent beverage company. From global lager brands Efes and Orion to celebrated domestic breweries such as Gipsy Hill, Curious, Portobello and St Peter’s, they offer a dynamic portfolio of beer brands supported by an unmatched level of service to customers and consumers.
Sources consulted (web research):
- 718567.article
- Sunrise Alliance Beverages Buys Uk Non Alc Beer Days
- Days Brewing Partners With Sunrise To Scale Nonalcoholic Beer Growth
- Sunrise Beverages Partners With Days Brewing To Drive Growth In 0 0 B…
- Sunrise Beverages Snaps Up Uk Non Alc Beer Brand Days
- Non Alcoholic Beverages Market Growth Driven By Health Trends
- Sunrise Insists It Is Buying Craft Breweries To Retain Their Legacy
- Sunrise Beverages Brand
Source: BevNET