January 2025 is seeing lots of exciting new entries into the non-alcoholic beer sector, and we’ll be sharing that news all month in detail. Mash Gang — a UK-based brewery known for pushing the boundaries of flavor and innovation in the NA space — is currently making a splash in America. Just in time for Dry January, Mash Gang has launched four new non-alcoholic beers in Wisconsin through its partnership with Pilot Project Brewing. With names like Chug, Glug, Journey Juice and Lesser Evil, Mash Gang’s beers aim to shatter the outdated perception that non-alcoholic options are boring.
The craft beer scene in America is evolving, and Mash Gang’s expansion signals a broader trend. Mash Gang joins a growing number of interesting brands (from Athletic Brewing to Guinness) catering to a growing market of mindful drinkers. Let’s explore who Mash Gang is, their unique beers hitting the American market and how the NA movement is reshaping craft beer culture.
Who is Mash Gang? A pandemic hobby turned global brand
Mash Gang started in London during the COVID-19 pandemic as a homebrewing experiment among friends. Mash Gang’s founding crew reads like an eclectic rock band — with expertise spanning from neuroscience to music photography. Leading the charge is Jordan Childs, Mash Gang’s founder, head brewer and CEO of U.S. operations. Other cofounders include the likes of Mike Baggs, a Harvard-educated neuroscientist, and cofounder Ben Gibson, who once toured the world as Elton John’s photographer.
The story goes that these beer lovers began sending each other care packages of ingredients and homemade items during the pandemic lockdown. They began experimenting with non-alcoholic beer recipes that could match the flavor and quality of their favorite alcoholic brews. The experiment quickly evolved into a full-fledged brewery, gaining a cult following in the UK. The U.S. expansion comes through a partnership with Pilot Project Brewing, a Chicago-based brewery incubator that helps new brands scale their production and distribution. Pilot Project’s facility in Milwaukee is now brewing Mash Gang’s beers for the U.S. market, starting with Wisconsin.
From a recent press release:
With head brewer Jordan Childs earning two nominations for UK Brewer of the Year in just four years, the brand continues to push the boundaries of what non-alcoholic beer can be.
“Wisconsin, and Milwaukee in particular, has been the heart of Mash Gang’s fast-paced growth in the United States. With its rich history of brewing excellence, it’s an absolute privilege to spend time here and connect with so many amazing Midwesterners—many of whom I’m proud to call friends. I’m thrilled to finally bring our product to market and make it widely available right here in the state where it’s brewed. This launch is all about our commitment to delivering a refreshing, high-quality beer that everyone can enjoy, no compromises.”
Mash Gang’s four new beers for the U.S. market
Mash Gang’s debut in Wisconsin features four unique non-alcoholic beers that promise to deliver on flavor without compromise:
1. Chug: Bold meets smooth
Chug is a juicy, hazy IPA packed with tropical hops like Galaxy, Citra, El Dorado and Amarillo. At just 0.5% ABV, it delivers all the punch of a craft IPA with none of the alcohol. Expect bold citrus notes, a smooth bitterness and a fluffy mouthfeel that rivals full-strength beers.
2. Glug: Tradition meets tropical
Glug is Mash Gang’s take on a classic Cerveza. Brewed with a blend of traditional and modern hops, this light, refreshing beer bursts with white grape and gooseberry flavors. A touch of corn adds an authentic Cerveza character, making it the perfect companion for any gathering.
3. Journey Juice: Sweet, spicy and unforgettable
Looking for something adventurous? Journey Juice is a sweet, sour and spicy mango IPA with a kick of chili. It’s an ideal beer for adventurous drinkers, offering a unique balance of sweetness, heat and tropical fruit.
4. Lesser Evil: Decadent, rich and guilt-free
A limited-time release for winter, Lesser Evil is a chocolate cherry stout with notes of rich cocoa, creamy oats, and tangy cherry. At just 0.5% ABV, it’s a decadent treat without the guilt. This dairy-free, vegan stout is perfect for cozy nights by the fire.
Mash Gang’s U.S. expansion gets a boost from DioniLife acquisition
In September 2024, Mash Gang took a major step forward when it was acquired by DioniLife, a newly launched non-alcoholic adult beverage company founded by former executives from Diageo, Stoli Group and Guinness. This acquisition marks a new chapter for Mash Gang, allowing it to expand its reach and bring its innovative non-alcoholic beers to a much broader audience. Led by Damian McKinney, former Global CEO of Stoli Group, and Steve Wilson, previously Diageo’s Head of Global Innovation, DioniLife is on a mission to revolutionize the non-alcoholic beverage market. The company plans to build an exclusive portfolio of premium non-alcoholic products through both internal development and strategic acquisitions.
From this press release:
“As members of the DioniLife family, we’re excited to play an active role in a new venture that will similarly disrupt the broader non-alcoholic space and provide options people never thought possible,” says Childs.
Mash Gang is DioniLife’s first acquisition, and it makes perfect sense. The UK-based brewery has become a cult favorite for its bold and creative approach to non-alcoholic beer, producing limited-run brews that often sell out quickly. From juicy IPAs to experimental beers featuring ingredients like breakfast cereals and mango-infused sours, Mash Gang has redefined what non-alcoholic beer can be. This acquisition signals that the non-alcoholic beer movement isn’t just a passing trend. With brands like Mash Gang leading the charge, the category is reshaping the beverage industry and proving that non-alcoholic options can be just as bold, flavorful and exciting as their boozy counterparts.
The growing non-alcoholic beer market in the U.S.
Mash Gang isn’t the only brewery capitalizing on the growing demand for NA beers. The non-alcoholic category has exploded in recent years, driven by health-conscious consumers, mindful drinking trends, and innovative brewing techniques that deliver great flavor without the alcohol. American craft breweries like Athletic Brewing in particular, have become leaders in the NA market, producing a wide range of styles from IPAs to stouts. Even legacy brands are joining the movement. Guinness now offers a non-alcoholic version of its iconic stout, and Heineken’s 0.0 has gained popularity worldwide. Mash Gang’s entry into the U.S. market shows that independent, innovative breweries can compete — and thrive — in this growing segment.
Mash Gang’s U.S. partnership with Pilot Project Brewing
Mash Gang’s beers are brewed in Milwaukee through a partnership with Pilot Project Brewing. Founded in 2019, Pilot Project is a unique brewing incubator that helps new breweries scale their operations and bring their products to market. With facilities in both Chicago and Milwaukee, Pilot Project can produce up to 200,000 barrels annually.
For Mash Gang, the partnership with Pilot Project means they can produce their beers locally and make them more accessible to U.S. customers. Previously, American fans of Mash Gang had to pay exorbitant shipping fees to get the beer from the UK. Now, Mash Gang’s lineup is available in Wisconsin, with plans for wider distribution in the future.
More Dry January coverage coming soon
Mash Gang’s arrival in Wisconsin is just the beginning of Craft Brewing Business’s Dry January coverage. Check out our first feature on Best Day Brewing’s Galaxy Ripple, a non-alcoholic double IPA packed with tropical hop flavors. We’ll also explore more innovative NA beers hitting the market and how craft breweries are navigating the sober-curious movement. Craft beer is evolving, and the future is looking increasingly alcohol-free. Cheers to that.
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