Founded in 2021, Days has quickly established itself as one of the UK’s most exciting alcohol-free beer brands, becoming the fastest-growing non-alcoholic beer brand in UK grocery in 2024. Today, the brand is stocked in more than 3,500 locations nationwide, including Tesco, Waitrose, Ocado, Prezzo and over 25 Michelin-starred restaurants.
The partnership strengthens Sunrise’s growing independent beverage portfolio and reflects the company’s commitment to backing category-defining brands. With alcohol-free beer still representing only 3% of UK beer sales compared to 10% across Europe, Sunrise and Days see significant opportunity for further growth, particularly within draught and on-trade channels.
Days recently launched its bespoke draught 0.0% beer featuring the company’s proprietary TrueZero™️ brewing compound, designed to deliver exceptional quality and stability on tap. Following a successful pilot with Stonegate, the UK’s largest pub company, the brand is now expanding draught distribution across the UK on-trade market.
As part of the partnership, the Days team, including founders Mike Gammell and Duncan Keith, will join Sunrise, bringing expertise across product innovation, digital marketing, direct-to-consumer and brand building as Sunrise continues to scale its portfolio of high-growth beverage brands.
