This beer wants to boost your brain

So, we’re matching the energy. Starting now, your favourite AF dispatch is going fortnightly. That’s right - twice the stories, twice the sass, and double the dopamine (minus the hangover).

Expect fresh interviews, bold ideas, spicy takes, and the inside scoop from the people steering this movement forward.

We’re tuning in closer, digging deeper, and keeping the content cold-brew crisp.

Strap in - we’re not just observing the shift. We are the shift. And so are you.

NuWave: All the buzz but without the booze

Beer, but highly functional.

That’s the idea behind NuWave, the brainchild of Brendan Williams, a man after our own heart, who knows beer inside-out. Two decades in the industry with names like SABMiller, Asahi, Carlsberg and Coca-Cola will do that for you.

But Brendan didn’t just remove the alcohol and leave you with nothing more than the health benefits of fermentation. No, he wanted to take beer, and make it better - the buzz, the benefit, and the reason to raise a glass.

As Brendan puts it, “The absence of downside of drinking alcohol is not an easy thing to sell.” So instead of just ditching the ethanol (Beers prime selling point), it brings function to the forefront with:

• Adaptogens like Ashwagandha to help you unwind

• Nootropics like Lion’s Mane for mental clarity & boost

• Postbiotics to support gut health, reduce inflammation, and to support metabolism

All of the extra stuff, tasteless in the best way - so no earthy mushroomy weirdness, just beer that drinks like, well, great beer.

That’s not just branding. It’s Brendan’s whole philosophy. And he’s got strong views on where the alcohol-free industry is falling flat.

“You don’t see high levels of innovation from the multinationals… they don’t want the distraction of niche brands themselves so they’re waiting to acquire cutting-edge brands that have already proven they’re meeting people's needs better than they can with their existing portfolio.”

In other words? The big brewers are asleep at the wheel. Post-COVID, they’re risk-averse and churning out 0.0 copies of their flagship lagers instead of creating drinks built for this moment.

But Brendan sees the shift happening, and fast.

“Mood-enhancing brands are the new frontier… a better-for-you beer that people buy for taste and are reassured by the health benefits.”

He’s not wrong. Gen Z drinks 30% less alcohol than previous generations. And they’re not just cutting back - they’re trading up.

“They’ve been handed a pretty crappy world… and they want control. Controlling your health is the most achievable way to do that.”

Control. Function. Flavour. That’s the NuWave trifecta. And with backing from major food-tech players and a vision to change what beer can be, Brendan isn’t just riding the sober curious ocean - he’s shaping the waves.

✨ Why We Love NuWave

🧠 Smart drinking: Functional ingredients that actually do something
🍺 No compromise: Great taste with zero weird aftertaste
📈 Built by a strategist: Brendan helped scale Carlsberg’s no-low biz into a third of their revenue
🔥 Actual innovation: Not a 0.0 copy - a whole new category

TL;DR: This isn’t your mate’s sad AF lager. It’s beer for people who want to feel better - not just less bad.

Learn more about NuWave here.

WTF Are Postbiotics, Anyway?

And why are they showing up in your AF beer?

In our chat with Brendan from Nu Wave, he dropped something you don’t usually hear from a beer founder: postbiotics.

Why are we spotlighting it?

Well, because we can, but also because part of living Dry is knowing what’s in your glass, not just what’s missing. So if you’re drinking function-forward booze-free brews, it pays to understand the stuff doing the heavy lifting.

So… postbiotics?

They’re the byproducts left behind after probiotics (aka “good bacteria”) do their job. While probiotics are the celebs of the gut health world, it turns out it’s actually the stuff they produce that makes you feel better. The compounds that help with inflammation, metabolism, gut lining, and even mental clarity.

Why put them in beer?

Because they’re tasteless, shelf-stable, and still pack a punch. No weird flavors, no gut-destroying ethanol, just subtle support for the system that manages everything from your digestion to your dopamine.

Call it the anti-beer-belly beer.

And while we’re not claiming you’ll reach enlightenment after one can of Nu Wave (although you never know), it is refreshing to sip something that works with your body instead of against it.

Snippets - High

Alcohol-free isn’t just a phase - it’s a power move for clearer minds, deeper sleep, and zero regret. Read more.

Scientists just discovered the hidden fungus behind LSD in morning glories—proof that even seed fuzz can be trippy. Read more.

Czechia just greenlit homegrown cannabis and psilocybin therapy for 2026 - because nothing says progress like three plants and a little mushroom medicine. Read more.

Psychedelic pioneer Dr. Stephen Ross is shaking up psychiatry with psilocybin research that shows lasting relief from depression, anxiety, and addiction - after just a dose or two. Read more. 

Portugal becomes the latest country to greenlight hospital use of esketamine for treatment-resistant depression, marking a major step in the mainstreaming of psychedelic medicine. Read more.

Snippets - Dry

“Moderation is a theme that’s here to stay” - Carlsberg’s CEO says no-alc is still their fastest-growing segment, and it’s not just Gen Z driving the shift. Read more.

Arkay just dropped seven new alcohol-free ‘vodka’ flavours - from mango to mandarin - all zero-proof, vegan, and engineered to bring the burn without the booze. Read more.

Sober Social just launched in Belfast - a new community created by coach Eamon Swail to give young people a space to connect, grow, and have fun without the booze. It’s free, it’s low-pressure, and it’s exactly the kind of movement we love to see. Follow here.

As the no/low wine market booms, legal experts warn that borrowing too much sparkle from protected names like "Prosecco" could land brands in hot water. Read more.

Sober startups are having a moment as nonalcoholic beer surges past ale and investors pour millions into booze-free brews. Read more.

Before You Go… Let’s Make This a Two-Way Sip

That’s a wrap for this edition. But trust us, we’re just getting warmed up. Got thoughts, hot takes, or an alcohol-free brand that deserves the spotlight? We’re all ears (and inbox). Hit the feedback poll below or just reply to this email. We read every word.

Stay curious. Stay intentional. Stay just a little bit smug.
We’ll catch you next time in the space between clarity and chaos. 🧠✨🍷(AF, obviously).