Say hello to Duncan Keith. He co-runs Days, a truly alcohol-free brewing company. Launched back in October 2020, this Scottish 0.0% beer startup is riding the wave of moderation. Starting as mainly a direct-to-consumer brand they're now in over 500 physical locations, having sold over 1/4 million bottles to date. Having recently raised £1mn to help fuel their growth with investors such as Mindful Chef's Giles Humphries, Propercorn's Ryan Kohn and Camden Town's former MD Adam Keary, they are preparing themselves for hoppy greatness. However, the world of alcohol-free is fighting over way more than just Dry January and Sober October. Indeed, the NoLo category is worth $4bn globally and is expected to continue growing by 30-40% over the next five years. This opportunity in the drinks market has excited a lot of people from innovators like Lucky Saint, Big Drop and Infinite Sessions through to big players like Heineken, Becks, Brewdog and even Guinness all launching their own alcohol free versions and putting big advertising budgets into supporting them. So the question is - how will this thirsty start-up cope amongst all the competition, big and small, and what sets them apart in the choppy waters of the alcohol free beer market? In this episode, we explore the human insights driving the moderation movement, what Days are doing that the big boys can't and what they plan to do with their new £1mn war chest? Cheers.