Mello

Say hello to Mello.

BrewDog’s latest move into an exciting new beer category.

Mello is a delicious 0.0% alcohol-free brew, made with magnesium, lemon balm extract and chamomile – brewed to drink sloooow and let go.

Designed by Goodship Studio, BrewDog’s in-house creative team, Mello was born from a clear cultural shift. One in three UK adults now say they don’t drink alcohol (up from one in five in 2019). Among 18–24s, that figure rises to 33%, while 40% of shoppers now put health at the top of their priorities.
In other words, the vibe has changed.

Rather than sit on the sidelines, BrewDog chose to lead from the front – creating a bold new beer designed for this fast-growing category.

The brief was simple: disrupt alcohol-free with a standout sub-brand – impossible to ignore on shelf and rich in emotional connection. So, Goodship’s response was to put characters front and centre, building a distinctive, expressive world that feels as refreshing, Mello and laid-back as the beer itself.

Mello is available now in Tesco stores across the UK, with a wider launch coming in Jan.

“When approaching the project, we set out to create something that felt genuinely fresh and new for BrewDog and for the wider category. Alcohol-free flavoured beer sits a world away from Punk IPA, both in taste and in attitude, so it demanded its own point of view. Rather than borrowing from existing BrewDog cues, we built an entirely new Mello world – one that reflected the lighter, more expressive nature of the product and spoke directly to a different audience mindset. The result is a distinctive identity that feels true to BrewDog’s spirit of innovation, while confidently carving out its own space.” – Barry Snow, Head of Design & Creative