IMPOSSIBREW

The idea came from an unlikely source: a Japanese text from 1211 AD called the Kissa Yojoki, which detailed herbs with natural relaxation properties. Wong, then studying philosophy at Durham, wondered if those ancient ingredients could recreate the social ease of alcohol without the damage. He started experimenting in his university kitchen, eventually partnering with Dr Paul Chazot, a biosciences professor at Durham, to develop a formula that actually worked.

IMPOSSIBREW launched in January 2021, shipping its first 200 bottles just two months later. The timing felt bold. The alcohol-free beer market was growing, but dominated by big brewers removing alcohol from existing recipes. Wong was trying something different: brewing beer with functional ingredients designed to help you unwind.

The company's appearance on Dragons' Den in early 2022 became the stuff of startup legend. Wong pitched for £50,000, received praise from the Dragons (Touker Suleyman called him the most credible 24-year-old to walk through those doors), but left without investment. Steven Bartlett worried about competing against BrewDog on supermarket shelves. The other Dragons had similar concerns about market positioning.

What happened next proved them wrong. Within 24 hours of the episode airing, IMPOSSIBREW had £1.5 million in potential investor interest. A crowdfunding round hit its £400,000 target in ten minutes. The company has since grown significantly, with the investment the Dragons declined now worth considerably more than what they would have paid.

The beer itself stands out for what IMPOSSIBREW calls Social Blend, a proprietary mix of functional ingredients including L-theanine from tea leaves and ashwagandha root. The idea is to promote relaxation without sedation, boosting serotonin levels to create that one-or-two-pint feeling without the alcohol. It was developed with academic rigour, backed by peer-reviewed research on the individual ingredients.

The current range is tight: a Lager and a Hazy Pale, both at 0.5% ABV. The Lager pours clean and crisp with citrus notes, keeping things simple and refreshing. The Pale brings tropical fruit character, with peach and mango coming through. Both are low calorie and vegan-friendly, with the Lager also gluten-free.

Recognition has followed. Both beers won top spots at the World Beer Awards in 2023, judged as the UK's best in their respective alcohol-free categories. That kind of validation matters in a market where taste remains the biggest barrier to adoption.

You can order direct from the IMPOSSIBREW website, which ships across the UK. They have also expanded into selected retailers and are now launching in the US market. The brand has built a loyal following, particularly among people looking for alternatives that do more than just remove alcohol.

IMPOSSIBREW represents a specific bet on the future of alcohol-free drinks: that functional ingredients can provide what alcohol takes away, not just remove what it adds. Whether that approach becomes mainstream or stays niche, Wong has built something genuinely different in a category that often settles for imitation.