Non-alcoholic beer ‘with a natural buzz’ secures listing with Dishoom
Why does this matter?
On Beer's national restaurant listing demonstrates the growing functional beverage category and distribution expansion strategies for non-alcoholic beverage startups in the hospitality channel.
Highlights
The functional non-alcoholic beer On Beer has secured its first national listing at Dishoom. The move, which is illustrating the movement of the functional beverage category, places the brand onto menus in the popular UK-based restaurant chain inspired by the Irani cafés of Bombay. The 0% ABV IPA is now available across all 16 Dishoom sites including London, Manchester and Liverpool, and features on the restaurant group’s new Vitality menu, which showcases “drinks with extra function.” 'A natural buzz without alcohol' The beer, which is said to be “packed with botanicals and low in calories” and “delivers a natural buzz without alcohol” has been described on the Dishoom menu as the “golden key to wet-your-whistle soberly”. Scientifically backed and plant-powered, On Beer has been positioned to complement Dishoom’s dishes, with the founders highlighting how the new partnership “highlights the growing demand for non-alcoholic beverages that go beyond flavour and the rapid growth of the functional drinks category”. 'A compelling alternative' Speaking about the listing, On Beer co-founder James Jacoby said: “This first restaurant listing marks an important milestone in the On Beer journey and we hope to continue to build awareness across hospitality channels throughout the UK. We are excited to be working with the Dishoom team and a huge accolade to have On Beer included in the new Dishoom ‘V for Vitality’ drinks menu.” Dishoom head of drinks Jake Oldum added: “As we say on the menu, this unique beer is a ‘mighty modern miracle’ as it provides a compelling alternative to alcohol whilst mellowing your mind.”
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