Uwe: non-alcoholic craft beer brand from Hamburg

  • Uwe non-alcoholic craft beer brand from Hamburg (uwe_gruender_1.jpg)

Uwe Team:
Laia Gonzalez, Managing director
Sönke Schmidt, Marketing & creative director
Philip Wienberg, Marketing & social media director

Uwe is the first German craft beer brand specialised solely on non-alcoholic beers.

  • Media module (uwe_4er_pack.jpg)

Good craft beer without alcohol? Is that even possible?

Well, a startup from Hamburg have taught us better – and brought Uwe onto the market. Uwe is the first German craft beer brand, that specializes on non-alcoholic craft beers. But how did this idea even come about? It all started, when the young entrepreneurs themselves were looking for a tasting, non-alcoholic alternative to usual craft beer. Without great success. Now, Uwe appeals to the people who live the non-alcoholic way, but are genuine craft beer fans – just like the founders.

The problem of non-alcoholic beer is well-known. Once the alcohol is missing, the good taste of it is usually missing out, too. To solve this difficulty, the visionaries moved away from the idea that Uwe must taste like original craft beer and therefore created a completely new, convincing and individual flavor. With success!

In a few years, the startup intends to expand their distribution to the whole of Germany and also increase the export.

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Please introduce yourselves: What does your start-up do?

We are three young entrepreneurs from Hamburg who drink little to no alcohol, each of us for different reasons. However, we are all genuine craft beer fans. The problem is that there are hardly any non-alcoholic craft beers and none that you can drink with confidence.

We wanted to show that good craft beer needs no alcohol and that even if you don’t consume alcohol you can enjoy your favourite drink without remorse.

How did you come up with an idea and concept? What inspired and motivated you to create this product?

We stopped drinking alcohol and looked for alternatives. The offer for non-alcoholic beers was not satisfactory so we decided to launch our own brand of non-alcoholic craft beer called Uwe.

What is unique about your business idea and operating model?

Most breweries only dedicate themselves to beers with alcohol. Non-alcoholic beers are often neglected or treated as a side project. We wanted to change the perspective and focus completely on good tasting non-alcoholic beers.

What were the most significant difficulties you had to overcome while building your start-up?

We had to overcome the idea that good non-alcoholic beer has to taste similar to a beer with alcohol. Instead, we just made it taste good and created a completely new flavour.

Where do you see yourselves and your company in 5 years?

Since our launch in May 2018, we have conquered Hamburg, Uwe is now available in over 100 stores in the city. In five years time, we want to expand our distribution Germany-wide and increase our export.

What are your expectations from the NX-FOOD Start-up Shelf programme?

We are really glad to get listed at METRO Cash & Carry stores. The best case scenario would be that we can extend our distribution and also offer our products at Real.

What are your main milestones and achievements?

We are proud to be in stock in more than 100 REWE and EDEKA stores in Hamburg and surroundings. We have also recently exported the first two Uwe palettes to Denmark and Sweden.

The NX-Food visual branding and website are developed by dombek—bolay and Albert Naasner, in close collaboration with the NX-Food team.