Sunrise Acquires Days, Its First Alcohol‑Free Beer Brand

Why It Matters

The acquisition lets Sunrise tap into the accelerating consumer shift toward low‑alcohol options while giving Days the distribution muscle to expand nationwide, reshaping the UK’s modest non‑alcoholic beer market.

Key Takeaways

• Sunrise adds Days, its first non‑alcoholic brand, to portfolio
• Days reached 3,500 UK outlets, including Tesco and Waitrose
• UK non‑alcoholic beer share 3%, far below Europe’s 10%
• New draught Days to launch UK on‑trade this summer
• Acquisition gives Sunrise distribution scale for rapid category growth

Pulse Analysis

The non‑alcoholic beer segment is experiencing a cultural inflection point in the UK. Health‑conscious consumers, stricter drink‑driving laws, and a broader acceptance of “mindful drinking” have driven double‑digit growth rates, yet the category still accounts for only about 3% of total beer sales, compared with roughly 10% across Europe. This gap signals a sizable untapped market, prompting distributors and brewers to diversify portfolios beyond traditional malt‑based offerings.

Sunrise’s purchase of Days marks a strategic pivot from its core portfolio of imported lagers to a home‑grown, fast‑growing brand. Days, launched in 2021, quickly became the top‑selling non‑alcoholic beer in UK grocery channels and has secured shelf space at Tesco, Waitrose, Ocado and over 3,500 other points of sale. The recent introduction of a draught version, piloted in Stonegate venues, positions the brand for a broader on‑trade rollout this summer. By integrating Days, Sunrise leverages its existing logistics network—originally built for Efes and Orion—to accelerate market penetration and achieve economies of scale.

Industry observers see the move as a bellwether for broader consolidation in the low‑alcohol space. Competitors such as Lucky Saint and CleanCo are also expanding product lines and securing high‑profile investments, while niche brewers like Nirvana Brewery chase a £1 million (£≈$1.28 million) funding round to scale production. Sunrise’s entry could intensify competition for shelf space and taproom contracts, but it also validates the commercial viability of non‑alcoholic offerings. As distribution channels align and consumer demand steadies, the UK market may soon narrow the gap with its European peers, reshaping the beer landscape for the next generation of drinkers.

Deal Summary

London‑based distributor Sunrise, which handles Efes and Orion in the UK, announced it has acquired Days, the fastest‑growing non‑alcoholic beer brand in the country. The deal gives Sunrise its first alcohol‑free brand and expands its brewery portfolio, while Days will benefit from Sunrise’s distribution network of over 3,500 points.