October 25, 2021

Amber Beverage UK explores the flexi-drinking phenomenon with five-year partnership with Smashed AF beer and cider range

One of the UK’s leading distributor of alcoholic beverages, Amber Beverage UK has partnered with its first alcohol free drinks beer and cider brand by adding British 0% craft drinks producer Drynks Unlimited to its portfolio. Amber Beverage UK will support the continued growth and success of the award-winning Smashed range of 0% beer and ciders across both the on- and off-trade team including a focus on convenience and cash & carry sectors.

Drynks Unlimited, which produces the Smashed range, own the only 0% brewery in the UK that uses pioneering cool vacuum distillation technology to produce alcohol free beers, lagers and ciders.

Richard Clark, founder and MD of Drynks Unlimited with Mike Smith, Commercial director at Amber Beverage UK

All Smashed drinks start life as real craft beer and cider (between 5% – 5.7%) before being gently dealcoholised, which retains the DNA of the original drink. The business invested in this process because it delivers a quality taste experience that consumers crave.

Richard Clark, Founder and MD Drynks Unlimited, said: “The partnership with the forward-thinking team at Amber Beverage UK is the exciting start of the next chapter of our Smashed brand journey. Smashed is the only brand in the world with an alcohol-free cider, lager and beer product which gives the opportunity for customers to have a AF full range. We have always dedicated ourselves to producing the best quality range of British truly alcohol-free drinks and now with the support of the Amber team, we will be able to step change distribution in the UK.”

Mike Smith, Commercial Director at Amber Beverage UK, added: “The non-alcoholic segment is an exciting growth category as consumers drive to flexi-drinking. We are seeing an additional 500,000 nine-litre cases sold in 2020 and double digit growth is predicted. The innovation and quality of liquid that Smashed brings to this category and Amber UK is second to none and we are delighted to be adding this disruptive brand to our portfolio.”

The opportunity to broaden the availability of quality alcohol free beers and ciders to consumers is immense with 9.9m people (23.8% of the UK adult population) choosing to reduce the amount of alcohol they drink. Sales of low alcohol and alcohol free drinks have reflected this new flexi-drinking trend by growing by 51% (in the year to 21 February 2021) making it a £217m category (Kantar).

The Smashed range of alcohol-free beers, ciders and lager has won a host of quality taste awards including; the World’s Best Speciality (no and low alcohol) Cider at the World Cider Awards for its Smashed Apple, a Bronze World Cider Award medal for Smashed Berry, Product of the Year 2021 for Smashed Pale ale, World Beer Award and a Great Taste Award 1 star for Smashed Lager and a silver medal in the International Beer Challenge for Smashed Citrus.

Drynks Unlimited was founded in 2017 by ex-Halewood marketing director and drinks industry expert, Richard Clark, who had a burning desire to create the best alcohol-free drinks portfolio on the market.

The SMASHED range uses the finest British ingredients to create authentic tasting beers and ciders which then pass through in a low impact cool vacuumed environment, gently removing the alcohol while maintaining the same bubbly personality, character and flavour of the original full alcohol version. All SMASHED drinks are vegan and contain less than 100 calories per 330ml bottle/can.

SMASHED is available in selected Sainsbury’s and Booths supermarkets. It is also available online at www.drynks.co.uk, Amazon, Zeroholic.co.uk, Drydrinker.com and on Cottage Delight and in a range of local independent retailers. The brand is available across the on-trade through Matthew Clark and LWC, as well at a range of hospitality bars and restaurants.