The Journey to ON

HOW WE DID IT (AND PROVED IT)

The stratospheric rise of alcohol-free has been THE big story in the drinks business for some time now, with non-alc beers growing at over 22% a year for the last 5 years. Having finally nailed the taste problem that dogged previous brews (remember Kaliber anyone?) the category looks set up for success. But despite nailing flavour and serve, these beers lack the complexity, depth, and that elusive “buzz” that makes beer drinking such a great experience.

Some brands have tried to spice things up with “functional beers” infused with botanicals. However, their trace ‘micro-dose’ amounts have little to no effect - more of a marketing ploy than a real enhancement. 

There’s also much talk about GABA and its relationship with alcohol’s pleasant effects, but botanicals that influence GABA also come packed with countless other molecules affecting a wide range of neurotransmitter systems, so trying to isolate specific molecules just oversimplifies the science. 

Rather than try to ‘cook up’ better living through chemistry, at ON we’ve embraced a truly holistic approach, tapping into the full spectrum of botanical compounds to redefine what alcohol-free beer could be - Rather than just mimicking the flavour, or tossing in some token botanicals, we set out to craft a beer that genuinely satisfies.

The Quest to Redefine the Beer Experience

Our vision with ON was to produce a beer that delivers discernible, desirable effects - elevation, relaxation, sociability, and a physical “buzz” - without the unwanted side effects like disorientation or toxicity. Plus, it had to taste fantastic and clock in at less than 0.5% ABV.

To turn this vision into reality, we tackled five big questions:

  • Which combination of natural, (and legal!) ingredients could deliver the desired effects without any negatives?
  • While using potent, non-traditional beer ingredients, how could we optimise flavour?
  •  How could we ensure the beer remained under 0.5% ABV and stayed fresh for over a year?
  • How do we achieve all this within the constraints of existing beer manufacturing?
  • Can we prove the effects scientifically and make accurate, legal claims?

STAGE 1

From 100s to handpicked

We started with hundreds of botanicals, each with unique properties to consider.

It wasn’t just about their effects but also their safety, legal status, and availability. Could they be sourced sustainably? Would they fit into the strict requirements for a drink?

Every plant was evaluated with care, narrowing down the list to those that ticked every box.

STAGE 2

Getting the Goods

Finding the perfect ingredients isn’t just about grabbing what’s trendy; it’s about digging deeper.

We sourced the richest, most vibrant plants from around the globe, using extraction methods so fine-tuned they’d make a watchmaker jealous.

Every method we use is designed to maximise each botanical’s effects while keeping their essence intact.

STAGE 3

The Sensory Adventure

This was like speed dating, but with plants. Each botanical had its moment in the spotlight: What do you bring to the table? When do you show up? How strong is your vibe? And, most importantly, do you stick around or ghost us halfway through?

We tested everything: onset, intensity, duration, getting to know every little detail. Some were too much, some didn’t bring enough, and some were just plain weird (looking at you, mystery root #47).

But when we found the ones that hit just right? It was love at first sip. Only the best got to the next date.

STAGE 4

Mixing it Up

Millions of possibilities. One mission: to craft the perfect balance of flavor and function.

We ran countless trials to dial in the ideal effects, exploring combinations, tweaking proportions, and testing dosages.

The result? A formula so precise it feels effortless. The botanicals work in harmony with each other, creating a symphony of sensation that’s distinctly ON.

STAGE 5

Flavour & Fine Tuning

Beer is nothing without flavour, and botanicals are tricky companions. Beer is a simple recipe that hasn’t changed much in thousands of years, so weaving botanicals into its DNA was a monumental technical challenge.

Each ingredient had to earn its place, and not all played nicely with beer’s core components. 

Every element had to harmonise: bold beer flavours, delicate botanicals, and everything in between, all working together without losing the essence of what makes beer, beer.

STAGE 6

Finally, Beer

Here’s where science met artistry. After perfecting the botanical blend, we worked to integrate them seamlessly into a full-scale beer production line.

The challenge? Retaining all that plant-powered goodness, in scientifically proven effective dosages, while delivering the crisp, clean taste of premium beer and keeping it stable!

The result is a brew you didn’t know you needed, but now can’t imagine living without.

Why does this blend work?

Turns out the selected botanicals contribute to a multi-layered process involving adaptogenic, stimulant, and bioavailability-enhancing properties.

Maca, ginseng, and rhodiola are the core adaptogens, to enhance mood, reduce stress, and build resilience.

Damiana and muira puama ease anxiety and boost focus, create an adaptogenic layer that provides cognitive resilience and reduces stress-induced fatigue.

Guarana adds a gentle energy lift, supporting the adaptogens to prevent jitters, while bio-enhancers pepper and licorice amplify the absorption and effectiveness of the entire blend.

Backing Our Claims:

WE knew we had cracked it: an alcohol-free beer that genuinely delivers the goods, through legal, powerful botanicals, all while tasting great and remaining shelf-stable.

Making bold claims is one thing—proving them is another. 

The Double-Blind Study

In the first of its kind double-blind placebo trial at a renown UK University, ON Beer demonstrated a 'clinically proven, alcohol-like effect' mirroring the relaxing qualities often sought in alcohol consumption but achieved through a plant-powered, non-alcoholic formulation.

While the study results highlighted this key effect, the controlled laboratory conditions, where participants were seated without external stimuli for over an hour, likely muted the broader nuanced outcomes.

These findings emphasised the importance of testing in real-world scenarios to fully capture the potential of ON Beer, which is why we commissioned to undertake a Cohort Study with Repeated Measures, whilst placing an embargo on the university trails to ensure the broader research context and outcomes are accurately represented before public release.

The Cohort Study

This study employed a Prospective Observational Cohort Design with Repeated Measures. This method involves a single-arm trial where participants’ subjective experiences were systematically assessed at multiple intervals following consumption of ON Beer.

47 participants, aged 18 and above, with no medical contraindications, took part in this remote study. Each participant consumed two bottles of ON Beer over the course of the study, with the first bottle consumed from baseline to 15 minutes and the second bottle from 15 to 30 minutes. Participants self-reported their subjective states at three distinct time points: Baseline (before drinking), 15 minutes (after the first bottle), and 30 minutes (after the second bottle).

Participants rated their current state by sliding along a 0–100 scale for each metric. Utilising real-time data collection through structured visual analog scales, the study captured shifts in key metrics such as sociability, relaxation, and energy, providing a robust assessment of ON Beer’s efficacy over a controlled observational period. 

This remote study approach provided a convenient, reliable way to capture real-time data from participants in their natural environments, offering valuable insights into the effects of ON Beer over time.

Our ongoing Commitment

At ON Beer, we’re all about unlocking the untapped potential of plants and showing what they’re really capable of.

With a mix of curiosity, science, and a touch of daring, we’re pushing the boundaries to create the next generation of drinks.

Our mission is to harness the power of plants, and put them to work in ways that are exciting, effective, and enjoyable. Because when nature delivers, we all win.