"I've worked in the brewing industry for over 20 years. From 2017-2021, I was Global Marketing Director for Alcohol-Free for Carlsberg, based in Copenhagen. I stopped drinking in 2016 for three years so the Carlsberg role was a personal mission and professional passion. From there, I started The Free Consultancy, an alcohol-free drinks marketing agency. I consulted on a mood enhancing spirit during that time and saw the potential of adaptogens and nootropics. So, I combined my knowledge of beer with mood enhancing drinks and created NuWay, a mood enhancing, alcohol-free beer. Et volia!"

"NuWave uses a stopped fermentation brewing technique which is widely acknowledged to create the tastiest alcohol-free beer. We've deliberately left a high amount of unfermented malt in our brews for excellent mouthfeel. So whilst NuWave is low in calories, it's delicious and satisfying. NuWave uses a concentrated extract of Ashwagandha, Maca, and Lions Mane. These are tasteless as we only extract the active compounds that help you relax. And in a world-first innovation, NuWave uses postbiotics which support gut health, metabolism, immunity, and mental health. It's first drinks brand in the world to use postbiotics, which we're very proud of!"

"The biggest challenge was creating a tasteless botanical concentrate. Our botanical partner is an expert in high-tech extraction but this was the first time they had been asked to create something tasteless to add to a drink. NuWave had dozens of different trials until we got it right. Navigating the regulatory environment was complicated and we had to make last minute changes to the botanical recipe which meant even more trials. In the end, we got there and created an amazing lager and hazy pale.

Three out of the four co-founders are brewers or from the brewing industry so it's fair to say we have obsessed about getting the taste just right."

"The key alcohol global macro trends driving the growth of alcohol-free drinks are health & wellness, moderation and taste indulgence. We're excited because they are long term trends and we believe there will be exponential growth of the category as people are offered more and increasingly relevant alternatives to alcohol. When people don't have to compromise of effect and taste, the doorway to alcohol-free just gets bigger."

"That alcohol-free does not have to taste awful! In fact, there are so many great brands available now, it's a real pleasure to explore the category. I also wish more people understood you can moderate alcohol intake without totally abstaining. For many people, I think moderation means the same as abstinence but with all the incredible AF tastes available today, there are so many options to add to your repertoire."

"It's a totally new way to drink beer, that's better-for-you and jam packed with healthy benefits. Beyond anything else, the lager and hazy pale just taste amazing!"