Impossibrew CEO: Dragons' Den Rejection Fueled Alcohol-Free Brand's Rise

As the CEO of Impossibrew, Mark Wong, reflects on his company's meteoric rise, he can't help but feel a sense of satisfaction and vindication. The journey began when he pitched his innovative non-alcoholic beer brand on the popular BBC One show, Dragons' Den, seeking a £45,000 investment for a 10% stake in his start-up. However, all five dragons – Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies, and Steven Bartlett – turned him down, citing concerns about pricing, market penetration, and competition.

But Mark wasn't deterred. In fact, the rejection served as a catalyst for Impossibrew's success. "Dragons' Den was a pivotal moment for us," Mark recalls. "While we didn’t secure investment, the experience gave us something far more valuable - validation that we were creating something people truly wanted."

That validation, coupled with the public exposure the show provided, helped Impossibrew gain traction and attract customers. Mark's determination to succeed despite the Dragons' initial skepticism has been a driving force behind the company's impressive growth. Today, Impossibrew boasts a pre-money valuation of £12 million, with sales exceeding £500,000 in January 2025 alone. The company has sold over a million cans of its beverages in the past year, with one beer sold every 15 seconds on its website.

Impossibrew's unique approach to creating a relaxing, alcohol-free beer experience has contributed to its success. The company's proprietary "Social Blend™" is a combination of active botanical ingredients and nootropics using patent-pending technology, designed to recreate the relaxing effects of alcohol without the negative side effects. This blend includes ingredients like L-Theanine, Ashwagandha, and various plant extracts, which have been shown to boost serotonin, promote relaxation, and create a calming effect similar to the "one or two pint feeling" without hangovers.

In addition to its innovative Social Blend™, Impossibrew uses a unique cryogenic fermentation process, which means no alcohol is ever removed from the product. This ensures the most authentic quality taste, as the beer is not diluted or altered during the process. By combining traditional brewing methods with their proprietary Social Blend™ and patent-pending technology, Impossibrew creates beers that match the taste and mouthfeel of regular brews. This authentic experience has helped the brand gain popularity among consumers who enjoy the taste and relaxing experience of beer but want to avoid the health risks associated with alcohol consumption.

Impossibrew's target audience primarily consists of time-poor, stressed-out, health-conscious adults aged 25-45, including millennials and Gen Zers, who value work-life balance, fitness, and overall wellbeing but still enjoy the social aspects of drinking. By offering a unique product that aims to replicate both the taste and feeling of alcoholic beer, Impossibrew is positioning itself at the forefront of the growing non-alcoholic beverage market.

The company's strong brand presence, particularly on social media platforms like TikTok, where it is the most followed No/Low Alcohol brand globally, has also contributed to its success. Impossibrew's authentic storytelling video content approach highlights both the science behind the product and the founder's personal journey, helping to build a loyal following and customer base.

Impossibrew's impressive growth and success can be attributed to its unique approach to creating a relaxing, alcohol-free beer experience, as well as the determination and resilience of its founder, Mark Wong. Despite the initial rejection from the Dragons, Mark's unwavering belief in his product and his ability to adapt and pivot in the face of adversity have been instrumental in driving the company's growth. As Impossibrew continues to expand and gain market share, it serves as a testament to the power of perseverance and the importance of staying true to one's vision.