London-based startup IMPOSSIBREW has successfully closed its latest Crowdcube fundraising round, securing £1,575,390—more than three times its original £500,000 target.
Founded by Mark Wong, the company is redefining alcohol-free drinking with its patent-pending Social Blend technology, which naturally enhances relaxation while delivering an authentic beer experience.
The funding round, which valued IMPOSSIBREW at £12 million pre-money, attracted 1,204 investors, including high-profile backers such as Frazer Thompson, founder of Chapel Down, a former Global Brand Director of Heineken, and Jacopo Di Vonzo, founder of Remeo Gelato. With this investment, the company plans to accelerate strategic growth, expand retail partnerships, and drive further innovation.
Dry January 2025 saw record-breaking sales for IMPOSSIBREW, reflecting the growing demand for high-quality alcohol-free alternatives. The company generated over £500,000 in total sales for the month, nearly doubling the previous year’s figures, and recorded its first-ever six-figure revenue week in early January. Over the past 12 months, IMPOSSIBREW has sold more than one million cans, with a beer now being sold every 15 seconds via its website. The brand’s reach has grown significantly, with 18 million people engaged during Dry January alone, and its dominance in the alcohol-free category was evident as it captured 85.3% of all ‘alcohol-free beer’ searches in the UK at the peak of the month. Google Trends data also showed a 200% surge in searches for IMPOSSIBREW between late December and mid-January.
The alcohol-free market continues to thrive, with the sector expected to surpass alcoholic drinks by 2026, according to Statista. Consumer habits are changing rapidly, with 32% of Brits reducing their alcohol intake in the past year, according to Mintel. Research has shown that 51% of drinkers primarily miss the ‘buzz’ of alcohol—an experience IMPOSSIBREW directly addresses through its functional beer. Recent consumer surveys reveal that 70.6% of customers report feeling relaxation effects, while 87.7% have reduced their alcohol consumption since discovering IMPOSSIBREW.
Mark Wong’s journey to creating IMPOSSIBREW was deeply personal. Having developed a passion for beer and wine at a young age, he became one of the highest-scoring French Wine Scholars by the age of 18. However, in 2019, a serious health diagnosis forced him to give up alcohol entirely. Frustrated with the lack of satisfying alcohol-free alternatives, Wong came across the Kissa Yojoki, a 1211 AD Japanese text detailing the relaxation benefits of natural herbs. Inspired by this discovery, he partnered with Dr. Paul Chazot at Durham University to develop Social Blend, a revolutionary formula that combines ancient wisdom with modern science. The result was a completely new category of functional drinking—an alcohol-free beer designed not just to taste good, but to help consumers unwind naturally.
IMPOSSIBREW’s success comes despite being rejected on Dragons’ Den in 2022, just six months after launching. The Dragons raised concerns about pricing, market penetration, and early-stage revenue, with turnover at the time sitting at just £10,000. However, since then, the company has defied expectations, achieving a remarkable 299% three-year compound annual growth rate between 2021 and 2024. Following its rejection, IMPOSSIBREW turned to Crowdcube, raising £750,000 in 2022—far surpassing its original £400,000 target within just 10 minutes of launch. Today, that £45,000 investment the Dragons declined would be worth over £1 million.
Reflecting on the company’s growth, Wong sees the Dragons’ Den experience as a turning point. While the show did not secure them funding, it provided invaluable validation that there was a real demand for a third choice beyond drinking and not drinking. The response following the appearance was overwhelming, proving that consumers wanted more than just alcohol-free beer—they wanted an alternative that delivered the full experience of drinking, without the alcohol. Three years later, IMPOSSIBREW has established itself as the leading alcohol-free beer brand in the UK, with sustained year-round growth and an expanding consumer base.
Looking ahead, IMPOSSIBREW is focused on scaling production to reduce costs and enhance savings for customers, while expanding its retail and trade partnerships to improve accessibility. The company is also working to enhance the at-home drinking experience, making alcohol-free weeknight enjoyment more seamless. Wong sees the next phase of IMPOSSIBREW’s journey as a transition from a research-driven phase to a more public presence, ensuring that the brand meets consumers where they are.
Speaking about the future, Wong remains optimistic, stating, “We’re moving from a research phase into a more public phase, meeting consumers where they are. Our mission is to make the future of drinking accessible to everyone, and this latest funding round brings us closer to that vision.” As the alcohol-free market continues its rapid growth, IMPOSSIBREW is well positioned to become a global leader in alcohol alternatives, proving that sometimes the biggest opportunities come from turning ‘no’ into a powerful ‘yes.’
