**Zero Proof, Full Throttle**

Sunrise Beverages just made its first move into alcohol-free beer, snapping up Days. That matters. Sunrise is the UK distributor for Efes and Orion and owns Gipsy Hill, Curious, Portobello and St Peter’s. Now it adds the fastest-growing non-alcoholic beer brand in UK grocery by 2024 to the mix.

Days is not a niche DTC darling. It sits in more than 3,500 distribution points across the UK, including Tesco, Waitrose, Ocado and Prezzo. It launched nationwide in Stonegate Pubs in 2025 after a successful pilot. It introduced a draught version in December and is planning a wider UK on-trade rollout this summer.

The backdrop is the real story. Alcohol-free makes up just 3% of total beer sales in the UK. Europe sits at 10%. That gap is a flashing neon sign.

Why it matters. Sunrise is not buying a trend. It is buying a growth lever in a category that is under-penetrated at home. With its brewing assets and distribution muscle, it can push Days deeper into grocery and harder into pubs.

Quick take. The UK is behind Europe on alcohol-free share. That is not a weakness. It is headroom. If 3% starts moving toward 10%, the brands already in 3,500 outlets and pouring on draught will have a front-row seat.