DioniLife partners with Waitrose to bring Mash Gang to retail outlets across the UK

DioniLife, the exclusively non-alcoholic portfolio company founded by spirits industry innovators, announced a partnership with Waitrose to bring its premier brand Mash Gang to consumers nationwide. Effective immediately, the partnership will cover 165 stores across the UK. 

“Mash Gang has had a storied wild success with a cult following. Since our acquisition in 2024, we have been working tirelessly to bring the brand to the next level,” commented Damian McKinney, CEO and Founder, DioniLife. “The scale at which we can now introduce Mash Gang to new consumers, through this partnership, is exponential. We are thrilled to bring this outstanding alcohol free option to households across the UK.” 

Two of Mash Gang’s bestselling beers will be available in 4x330ml packs: Chug, a crisp, juicy and bold hazy IPA, refreshing and full-flavoured in equal measure; and Journey Juice, a mango-forward, fruited hazy IPA, spiked with Sabro hops, lime zest and chilli, for a perfect cauldron of sweet, salty and spicy. Exemplifying what can be achieved without alcohol, each beer is purposefully brewed to 0.5% ABV, for all the body, complexity, taste and aroma consumers crave in a beer.

Working with DioniLife’s UK distributor partner Craftwork, Waitrose was identified as the perfect grocery launch partner for Mash Gang, reflecting the retailer’s role in championing the ‘no and low’ opportunity and the role of innovation in continuing to drive category momentum.

Mash Gang’s launch follows Waitrose reporting record-breaking growth in its no and low alcohol category this summer. In August, Waitrose revealed that sales in this sector rose 32% year-on-year, with no and low beer up 50%. Searches for “non-alcoholic beer” on Waitrose.com jumped 116%, reflecting the growing appetite for high quality, great-tasting, alcohol-free alternatives.

Sarah Holland, Waitrose No and Low Buyer, commented, “Following the surge in Waitrose No and Low category sales this summer, we continue to search for innovative and differentiated brands that will attract new shoppers to this category, and that offer the same complexity and enjoyment as their alcoholic counterparts. Additionally, with the rapid growth of fruit-flavoured beer sales, we also believe we can accelerate this flavour trend in our non-alcoholic beer range with Mash Gang.”

Sam Wilson, UK managing director at DioniLife, said: “This is a brilliant milestone for our team and our drinkers. Mash Gang was built by friends, fuelled by flavour and an obsession with brewing the very best beer, which happens to also be alcohol-free – and partnering with Waitrose will accelerate bringing Mash Gang to a new community of fans. Launching ahead of Christmas is the perfect time to generate trial and offer shoppers a truly differentiated option for festive celebrations. We look forward to sampling our beers to shoppers at the Waitrose Food & Drink Festival on 21st-23rd November.”

Built from a community of fans, award winning Mash Gang has seen a surge in demand through its DTC channel and independent retailers. Chug and Journey Juice will be available at 165 and 122 Waitrose stores nationwide respectively.