BRULO raises over £1m as Zoopla, Beavertown and Funkin founders back premium alcohol free beer challenger

BRULO, the premium alcohol free beer brand which is redefining modern drinking culture, has raised over £1 million in its first funding round, as the alcohol free beer category accelerates across both on-trade and grocery.

It's been attracting backing from some of the UK's most successful consumer and drinks entrepreneurs.

Investors joining the round include Alex Chesterman, founder of Zoopla, Cazoo and LoveFilm; Logan Plant, founder of Beavertown; Alex Carlton, founder of Funkin Cocktails; Richard Kaffel, founder of Red Letter Days; Andrew King, former Funkin and AG Barr executive; Freddy Ward, founder of WILD; and Max Lousada, former CEO of Warner Music UK.

Founded by James Brown, previously the founder of Beer52, BRULO has emerged as one of the UK's fastest-growing alcohol free beer businesses, combining premium branding, data-led product development, and a profitable, asset-light operating model. The Guardian has described BRULO as “The Rolls-Royce of Alcohol Free Beers”.

The company reported £3.6m in net sales with 21% EBITDA in its most recent financial year and has grown revenues at a 70% compound annual growth rate over the past three years. BRULO has been profitable since launch and continues to outperform category benchmarks, with a Net Promoter Score of 79 and a repeat purchase rate of 73% across its direct-to-consumer channel.

As part of the round, BRULO has strengthened its leadership team with the appointment of Alex Carlton, founder of Funkin Cocktails, and drinks industry veteran Andrew King as co-chairs and non-executive directors. Together, they bring deep brand building and commercial experience across premium beverages and will support strategy, distribution, and commercial partnerships across UK on-trade, off-trade channels and international territories. 

Product innovation remains central to BRULO's growth strategy. Following the successful sell out launch of its CBD IPA, the company is building a world first alcohol free innovation pipeline for 2026 focused on the “Blurred Lines” opportunity, serving the growing majority who flex between drinking and not drinking and are making alcohol free beer an everyday choice in a £15bn+ global category.

International momentum is accelerating and now accounts for around half of sales. BRULO is listed in Dean & DeLuca stores across Japan and is the number one alcohol free beer on Amazon Japan. The company has also established a new fulfilment hub in the Netherlands to support EU direct-to-consumer expansion, with European shipping set to launch in the coming weeks. BRULO's next phase of growth will also focus on unlocking on-trade and grocery listings in key markets where the brand already has strong traction.

James Brown, Founder of BRULO, told That's Food and Drink: “This round brings together founders and operators who have built some of the most recognisable consumer brands in the UK. Their support is a huge vote of confidence in what we're building. Alcohol free beer is entering a defining phase ,and we believe BRULO is uniquely positioned to build a standout global brand in the category.”

Alex Carlton, Co-Chair of BRULO, added: "In this industry, you rarely see a founder nail the 'holy trinity' right out of the gate, but James has done exactly that with BRULO: an exceptional liquid that genuinely over-delivers on taste, a beautiful, modern brand, and a highly efficient business model. Having spent my career building Funkin and STRYKK, I knew immediately that I had to be part of this journey.

The category opportunity is enormous as we move toward a 'blurred lines' drinking culture, and I'm incredibly proud to have brought together such a world-class group of investors to back this vision. I'm grateful to every one of them for joining us, we've assembled a truly all-star cap table. Now it's all about execution, and I couldn't be more excited to work with James, to scale BRULO into a global leader.”

To allow additional investors to participate alongside these backers, BRULO has reopened its Crowdcube round from 9:00am on 19th January 2026 for a strictly limited one-week period, giving the wider community the opportunity to join before it closes.

https://www.crowdcube.com/companies/brulo/pitches/bV6pVb

BRULO is a UK based alcohol free beer brand brewing bold, modern beers designed to stand shoulder to shoulder with full strength classics. Its flagship beer and best selling beer is Lust For Life IPA. The company sells through direct-to-consumer, hospitality, retail, and international export channels.

For more information, visit www.brulobeer.com

Craft Beer Tasting Tips and Etiquette: A Guide for Enthusiasts

Craft beer has taken the UK by storm, with microbreweries and taprooms popping up in every corner of the country. 

Whether you're a seasoned aficionado or a curious novice, understanding the nuances of beer tasting can enhance your experience and deepen your appreciation for this versatile beverage. 

Here are some essential tips and etiquette to guide you through the art of craft beer tasting.

1. Start with the Right Glassware

Using the proper glass can significantly impact your tasting experience. Different styles of beer are best enjoyed in specific types of glasses that highlight their unique characteristics. For instance:

Pint Glass (Nonic or Shaker): Ideal for most British ales and lagers.

Tulip Glass: Perfect for Belgian ales and high-ABV (alcohol by volume) beers, as it captures the aromas and maintains the head.

Snifter: Best for strong, aromatic beers like barleywines and imperial stouts.

Weizen Glass: Designed for wheat beers, allowing for a large, foamy head and enhancing the aromas.

2. Check the Beer’s Appearance

Before you take your first sip, take a moment to observe the beer’s appearance. Look at the colour, clarity, and head (the foam on top). A beer's colour can range from pale yellow to deep black, giving you hints about its malt content and flavour profile. Clarity can indicate filtration methods, while the head can tell you about the beer's carbonation and retention.

3. Engage Your Sense of Smell

A significant portion of tasting involves your sense of smell. Swirl the beer gently in your glass to release its aromas, then take a few short sniffs. Notice the different scents: malt, hops, yeast, and any additional ingredients like fruit or spices. Each beer style has its own aromatic profile, so take your time to savour the complexities.

4. Savour the Flavour

Take a small sip and let the beer linger on your palate. Notice the initial flavours, the mid-palate sensations, and the aftertaste. Pay attention to the balance between sweetness and bitterness, the presence of any fruity or spicy notes, and the overall mouthfeel (how the beer feels in your mouth, such as creamy, dry, or fizzy).

5. Cleanse Your Palate

Between tasting different beers, it's a good idea to cleanse your palate. Water and plain crackers are effective for this purpose. This helps prevent the flavours of one beer from influencing your perception of the next.

6. Mind Your Pace

Pacing yourself is crucial during a tasting session, especially when sampling high-ABV beers. Take your time to enjoy each beer and avoid rushing through the experience. This not only helps you appreciate the nuances of each brew but also prevents overindulgence.

7. Respect Serving Temperatures

Different beers are best enjoyed at specific temperatures. Generally, lighter beers like lagers and pale ales are served colder (around 4-7°C), while stronger, maltier beers like stouts and barleywines benefit from slightly warmer temperatures (10-13°C). Serving beer at the correct temperature enhances its flavour and aroma.

8. Share Your Thoughts

Tasting beer is a social experience. Share your impressions with friends or fellow enthusiasts. Discussing the flavours and characteristics can deepen your understanding and make the experience more enjoyable. Remember, everyone’s palate is different, so there are no right or wrong answers.

9. Respect the Brewery and Venue

When visiting a brewery or taproom, follow the venue’s guidelines and show respect for their staff and patrons. If you’re unsure about something, ask politely. Brewers and staff are often happy to share their knowledge and recommendations.

10. Stay Hydrated and Eat Well

Drinking water throughout your tasting session is essential to stay hydrated. Additionally, pairing beer with food can enhance your experience. Many taprooms offer food pairings or allow you to bring your own. Experiment with different combinations to see how they affect the flavours of the beer.

Final Thoughts

Craft beer tasting is an art that combines sensory exploration with social interaction. By following these tips and etiquette guidelines, you can elevate your tasting experience and develop a deeper appreciation for the craft. Cheers to discovering new brews and enjoying the rich world of craft beer!

Exploring the Unique Cuisine and Drinks of Iceland

Iceland, a land of stunning natural beauty with its majestic waterfalls, volcanic landscapes, and expansive glaciers, also offers a unique culinary experience. 

The island's cuisine is deeply rooted in its history and environment, with traditional methods of preservation and a reliance on local ingredients playing a significant role. 

From ancient preservation techniques to modern culinary innovations, Icelandic food and drink are as captivating as the country's scenery.

Traditional Icelandic Cuisine

Icelandic cuisine has historically been shaped by the need to preserve food through harsh winters. This has resulted in unique dishes that may surprise the uninitiated.

1. Hákarl (Fermented Shark)

Perhaps the most infamous Icelandic dish, hákarl is Greenland shark that has been fermented and hung to dry for several months. The result is a strong-smelling, ammonia-rich delicacy that is often an acquired taste. Hákarl is traditionally enjoyed during the midwinter festival of Þorrablót, accompanied by a shot of Brennivín, Iceland's signature schnapps.

2. Skyr

Skyr is a thick, creamy dairy product similar to yoghurt but technically a cheese. It has been a staple in the Icelandic diet for over a thousand years. Rich in protein and low in fat, skyr is enjoyed with berries, honey, or on its own, making it a versatile food for both breakfast and dessert.

3. Lamb Dishes

Lamb in Iceland is known for its exceptional quality, owing to the free-range farming practices and natural diet of the sheep. Traditional dishes include "Kjötsúpa" (a hearty lamb soup with root vegetables) and "Hangikjöt" (smoked lamb), often served during festive seasons.

4. Seafood

Iceland’s surrounding waters are teeming with fish, making seafood a cornerstone of the diet. Cod, haddock, and Atlantic salmon are commonly found in various dishes. Plokkfiskur, a comforting fish stew made with mashed potatoes and white fish, is a traditional favourite.

5. Rye Bread (Rúgbrauð)

Rúgbrauð, a dense, dark rye bread, is traditionally baked in a geothermal oven buried in the ground. This slow-cooking method gives the bread its distinctive, slightly sweet flavour. It’s typically served with butter, smoked salmon, or herring.

Modern Icelandic Cuisine

The modern Icelandic culinary scene is a blend of traditional flavours and contemporary techniques. Reykjavík, the capital, boasts a variety of restaurants that showcase innovative dishes using local ingredients.

1. New Nordic Cuisine

Inspired by the New Nordic movement, Icelandic chefs focus on fresh, seasonal, and locally sourced ingredients. This approach highlights the natural flavours of Iceland’s produce, seafood, and meats, often with minimalistic presentation.

2. Vegetarian and Vegan Options

Despite its meat-heavy traditional cuisine, Iceland has embraced the global trend towards plant-based diets. Many restaurants now offer creative vegetarian and vegan dishes that utilise local vegetables and herbs.

Icelandic Drinks

Iceland’s beverage offerings are equally fascinating, ranging from traditional spirits to contemporary craft beers.

1. Brennivín

Known as the “Black Death,” Brennivín is a potent schnapps made from fermented grain or potato mash, flavoured with caraway seeds. It’s a traditional accompaniment to many Icelandic dishes, particularly during celebrations.

2. Craft Beer

The craft beer scene in Iceland has blossomed in recent years, with local breweries producing a diverse range of beers. Brands like Einstök and Borg Brugghús have gained international recognition for their high-quality brews, often incorporating unique Icelandic ingredients such as Arctic thyme and lava rock filtration.

3. Icelandic Water

Icelandic water is renowned for its purity, coming from natural springs and glaciers. Bottled water brands like Icelandic Glacial export this exceptionally clean and crisp water worldwide.

4. Coffee Culture

Icelanders are avid coffee drinkers, and Reykjavík boasts numerous cosy cafés offering high-quality brews. The coffee culture is strong, with an emphasis on community and conversation.

Iceland's cuisine and drinks are a testament to its rich heritage and innovative spirit. From ancient preservation techniques to modern culinary artistry, the flavours of Iceland offer a delicious journey through its history and landscapes. Whether you're savouring a traditional dish or enjoying a modern Icelandic meal, the island’s food culture is sure to leave a lasting impression. So, next time you find yourself in this Nordic paradise, be sure to indulge in its unique gastronomic delights.