A beer arrives by DHL and we crack it open on mic: Lucky Saint Lime and Sea Salt Lager, zesty, lightly saline, and weirdly moreish in a way that makes you think about hydration as much as hops. From there, we go wide. I’m joined by award-winning beer commentator Martin Dixon, the man behind Alcohol Free World, who has tried well over 2,000 alcohol-free beers and helped shape how the UK talks about non-alcoholic beer.

We get into Martin’s story, starting with a 2009 Dry January that simply never ended, and the years where living in France meant “Red Bull and San Pellegrino” because decent alcohol-free beer was hard to find. That contrast makes today’s craft alcohol-free boom feel even bigger: more breweries, more releases, more experimentation, and more reasons to get excited about flavour rather than settling for a compromise.

We also talk about the community side of alcohol-free living, from group chats to real-world events like the King’s Cross alcohol-free weekender, where multiple alcohol-free beers on draught create the kind of choice that used to belong only to full-strength craft. Along the way we debate macro trends like fruited 0.0 lagers, the messy public understanding of 0.5% beer, and why some “0.0” options can feel like a brand trying too hard.

If you care about alcohol-free beer, low alcohol beer, craft brewing, tasting notes, and where the UK alcohol-free scene is heading next, this one is for you. Subscribe for more, share it with a mate who’s curious, and leave us a review, then tell us: what’s the best alcohol-free beer you’ve had this year?

For all of Martins reviews head over to Alcohol Free World on Instagram. 

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

He went out for a bike ride and woke up almost three weeks later in critical care. Tom’s story is frightening, funny in places, and deeply human: a craft beer lover with “Reinheitsgebot” on his helmet, forced into sobriety after a severe traumatic brain injury and a 19-day coma, then left to rebuild a life where alcohol is suddenly a risk he can’t ignore.

We talk about what that does to identity when beer has been your social glue, your hobby, and your language with friends. We get into craft beer culture and the lure of collectability, the quiet snobbery that can creep into the alcohol-free space, and the reality that routines and rituals don’t vanish just because the ABV does. There’s also the oddly specific stuff only drinkers will recognise: the “fake buzz” after a few AF pints, the fridge full of favourites, and the way a perfect pour can hit you with gratitude when you least expect it.

Tom shares the practical medical side too: depression risk after TBI, seizure warnings, why doctors draw hard lines around alcohol during recovery, and how support networks extend beyond family to community. If you’re sober curious, cutting down, zebra striping, or simply looking for the best non-alcoholic craft beer, this one offers both perspective and real-world tools.

If it resonates, subscribe, share it with a mate who loves beer, and leave us a review so more people can find the show.

Some Important notes from Tom:

Three years ago I suffered a severe Traumatic Brain Injury (TBI) in a road bike accident. Cause unknown. 

I wouldn’t ’wake up’ in critical care at King’s College Hospital until 19 days later. 

I had brain surgery on an extradural haemotoma (bleed between the skull and the membrane which surrounds the brain). 

I went through the same major trauma centre shown in Critical: Between Life and Death on Netflix. (A year before they filmed that show.)

My skull had shattered into seven pieces when my helmet hit the tarmac. It was pieced back together, away from me, then plugged back in to the rest of my skull. It all looked a lot “like tapping a hard boiled egg with a teaspoon” (John, my neurologist). 

Nearly three weeks of coma followed. Within which pneumonia and major organ failure got even closer to finishing me off than the tarmac ever did.

Some key stats would then be shared with me, first at my bedside and later in recovery:
- 50% Chance of developing depression after a TBI such as mine
- 60% of moderate-severe TBI patients never return to full time work in the same roll. (I’m now back to four days per week.)
- Risk of seizure is greatly elevated after TBI/brain surgery. Advised to completely eliminate booze for six months.
- In reality the return to my ‘old full fat drinking self’ is not recommended for years, if at all. 
- My consultants emphasised that the social fabric that booze provides is a critical part of recovery. That’s where the rise of AF slots in.
- AF beer hasn’t saved my life. But it has made living it more fulfilling in ways BIG and small. 
- I’m not an expert in brains or beer. But I feel sufficiently experienced to give my opinion on both, to whoever is unfortunate enough to be cornered by me...

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

We bring together a rare group chat of non-drinking beer drinkers and trace how alcohol-free beer goes from grim early options to a modern craft scene worth getting excited about. We talk honestly about sobriety, accidents, pubs, and why this drink ends up meaning connection, freedom, and belonging for so many of us. 
• meeting the panel and the many paths away from alcohol 
• first alcohol-free beers and why early options put people off 
• the jump from “good enough” to genuinely great craft alcohol-free beer 
• draft pints and the ritual of going out without booze 
• collecting beers and turning drinking into a hobby without the hangover 
• accidental alcohol in sobriety and the anxiety it can trigger 
• packaging and shelf placement that can confuse ABV and choice 
• palate changes and why full-strength beer can taste harsh later 
• the physical side of alcohol-free nights including dehydration and sugar 
• what alcohol-free beer means to us: connection, freedom, relaxation, identity 
• pubs and hospitality: better choice keeps groups together for longer 
You can find me on all the socials at Sober Boozers Club 

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Seventeen and a half million people aimed to go alcohol free this January—and the story behind that number is far more interesting than willpower. Recorded live at the Lucky Saint pub in London, we bring together Alcohol Change UK, Lucky Saint, Counterculture Drinks, a non‑alcoholic cider maker, and sober coach Hattie from Sober Happy Free to unpack how Dry January 2026 changed the game: smarter support, better drinks, and a culture that finally treats alcohol‑free as normal.

We dig into what actually worked. From Try Dry’s daily check‑ins that double completion rates to the staggering impact since 2018—over £1.55bn saved, 258m alcohol units skipped, and 16.2bn empty calories avoided—behaviour change becomes tangible. On the ground, Lucky Saint’s 100,000‑pint giveaway turned January into a social month, not a sulk at home, while kombucha and non‑alcoholic cider filled vital gaps for people who don’t want a beer swap. The thread is inclusion: a proper pint in hand, a grown‑up soft option when beer’s a trigger, and menus that welcome moderators, designated drivers, athletes, pregnant guests, and people in recovery.

You’ll hear sharp trade insights on building an AF menu that actually sells—move past the token 0.0, curate two to four quality choices, consider sugar and functional benefits, and let staff recommend by flavour and occasion. Hattie shares how a 31‑day target grew into a sober life, and why community beats white‑knuckle grit. We also look ahead: more AF taps beside alcohol, credible cocktails without booze, fewer side‑eye questions, and pubs thriving because they serve everyone. There’s a caution, too—macro brands will flood the space if venues don’t lean into discovery and quality—but the momentum is real and growing.

Join us for a fast, funny, and grounded conversation that proves one month can reset habits, save cash, and change how we gather. If this episode helps you rethink your ritual, follow the show, share it with a friend taking a break, and leave a quick review—what’s the best alcohol‑free drink you’ve tried lately?

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Has the explosion of alcohol-free options actually narrowed our choices? That's the provocative question at the heart of my conversation with Andy Mee, founder of The Alcohol-Free Drinks Company and a passionate advocate for quality non-alcoholic beverages.

Four years ago, Andy was knocking on doors trying to convince pubs and restaurants they needed even a single alcohol-free option. Today, the landscape has transformed dramatically - but not necessarily for the better. While most venues now stock alcohol-free drinks, they're increasingly dominated by "blue label" products from industry giants, pushing innovative independent producers to the sidelines.

"When two reps from a well-known drinks distributor stood in front of my stand and said 'what's the fucking point in that?'" Andy recalls of his early days championing alcohol-free options. Now those same distributors are buying out venues' alcohol-free business, replacing craft options with mainstream alternatives.

We explore the fascinating parallels between today's alcohol-free market and the craft beer revolution of years past. Independent brewers are creating extraordinary alcohol-free beers with technical brilliance, but face distribution challenges against corporations with exclusive contracts across thousands of venues. With six pubs closing weekly in the UK and chain establishments dominating, the path for quality independent options narrows further.

The cultural shift is undeniable though. In Germany, 15% of all beer consumed is alcohol-free compared to just 1-3% in the UK. Among younger generations, the change is even more dramatic - a survey at Loughborough University found 50% of students don't drink alcohol at all. As Andy puts it: "Don't fear your peers, you're still drinking beer."

Whether you're sober curious or fully committed to alcohol-free living, this conversation will change how you think about your next drink choice. We even put our favourite alcohol-free lagers, IPAs and stouts head-to-head in a spirited competition!

Curious about exploring quality alcohol-free options beyond the mainstream? Visit alcoholfreedrinks.co.uk and discover what you've been missing. Your taste buds will thank you.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Ever wondered what goes on behind the scenes of your favorite alcohol-free craft beers? In this enlightening conversation with Richard Gray (aka Zumo Juice), we pull back the curtain on an industry that's rapidly evolving from afterthought to innovation leader.

Richard takes us through his journey as a graphic designer working with pioneering breweries like Mash Gang, sharing insider stories that will change how you view what's in your glass. From exploding cans and experimental ingredients to the delicate art of balancing hop profiles without alcohol, his perspective reveals the extraordinary creativity driving today's alcohol-free revolution.

What truly fascinates is the discovery that the majority of alcohol-free beer drinkers aren't actually sober—with research showing around 85% are regular drinkers using these products to moderate consumption. This insight challenges everything we thought we knew about who these products are for and why they matter.

We explore how certain hop varieties like Sabro shine brilliantly in alcohol-free formulations, creating complex flavors impossible to achieve just a few years ago. Richard's enthusiasm is contagious as he describes the technical challenges brewers have overcome and the innovations still on the horizon, including compounds that might finally replicate the sensory experience of alcohol without the intoxication.

Whether you're alcohol-free, a moderate drinker looking for options, or simply curious about craft brewing's cutting edge, this episode offers a thoughtful look at how the beer world is becoming more inclusive, creative, and delicious for everyone. Next time you crack open an AF beer, you'll appreciate the artistry and science that made it possible.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Bridging the Atlantic in pursuit of great alcohol-free beer, this episode brings together two passionate advocates from the growing global NA beer community. We're joined by NA Brewskey, essentially "the American version of me," as our host puts it—though notably younger and with superior social media skills!

NA Brewskey shares his surprisingly recent journey into non-alcoholic beer, having only started in February 2023 after just five years of drinking craft beer. What makes his story compelling is how he maintained his identity as "the craft beer guy" by discovering the growing world of non-alcoholic options. "When I stopped drinking, I didn't want to lose that community because I really liked craft beer," he explains, highlighting how NA beer allowed him to preserve what he loved about beer culture without the alcohol.

The conversation offers fascinating insights into the rapidly evolving American NA beer market. From describing how beer festival attendees initially dismissed alcohol-free options to now actively seeking them out, we witness the cultural shift happening in real-time. Both hosts reflect on how the pandemic potentially accelerated this movement, creating a moment of collective reassessment about our relationship with alcohol.

We dive deep into the practical aspects of championing NA beer—from organizing events and building brand relationships to managing the peculiar challenges of content creation (including the universal problem of separate fridges for "content beers" versus everyday drinking beers). The genuine excitement when discussing top American recommendations like Go Brewing's Banana Pancake Porter and Best Day's Kolsch is infectious and educational for anyone looking to explore new options.

What resonates most throughout is the shared mission of building community around alcohol-free beer. As NA Brewskey puts it, "It makes sobriety not seem so fucking lonely." Whether you're sober-curious, fully alcohol-free, or simply interested in expanding your beverage horizons, this episode celebrates how good beer brings people together—regardless of alcohol content.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

The world of alcohol-free beer has undergone a remarkable transformation over the past year, evolving from niche curiosity to craft revolution. In this conversation with Martin Dixon (Alcohol-Free World), we explore the extraordinary developments redefining zero-alcohol brewing and drinking culture.

We dive deep into the UK craft beer scene, where pioneers like Mash Gang have revolutionized brewing techniques for alcohol-free IPAs. Their willingness to share knowledge rather than guard brewing secrets has accelerated innovation throughout the industry, creating a rising tide that lifts all brewers. The result? A market flooded with exceptional hazy IPAs that would have been unimaginable just three years ago.

Beyond the craft explosion, mainstream breakthroughs like St Austell's Proper Job alcohol-free ale represent pivotal moments for traditional bitter drinkers seeking authenticity without alcohol. Similarly, Guinness Zero has done more than perhaps any other product to legitimize alcohol-free beer in public consciousness, changing perceptions one perfect pour at a time.

The international scene offers equally impressive innovations, with Sweden's Omnipollo creating extraordinary fruit-forward experiences through their Bianca series. These technical marvels demonstrate how far alcohol-free brewing has advanced – delivering flavor profiles more intense than their fruity inspirations.

Most encouragingly, we're witnessing the normalization of alcohol-free choices. The stigma is rapidly fading, with more people comfortable ordering these options without explanation or justification. "Zebra drinking" – alternating between alcoholic and non-alcoholic beverages – is becoming common practice, with quality brews making the transition seamless.

Whether you're sober curious, cutting back, or simply appreciate great beer without the effects of alcohol, there's never been a more exciting time to explore the alcohol-free landscape. Join us as we celebrate how far the industry has come and speculate on its promising future.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

What happens when everything you've built your identity around suddenly feels hollow? Richard Casement faced this question after 20 years in the drinks industry when he realized alcohol wasn't serving him anymore – personally or professionally.

Richard's transformation began as a simple six-month break from drinking to train for a triathlon. But something unexpected happened: he felt better, thought clearer, and couldn't find a good reason to go back to alcohol. The only problem? His dream job selling premium spirits brands now felt completely misaligned with his values.

This clash sparked a profound journey that led Richard to create Clean Break – initially as an alcohol-free beer company, but eventually evolving into something more meaningful. "Clean Break represents making a clean break away from things that are no longer serving you," Richard explains, whether that's alcohol, limiting beliefs, toxic relationships, or unfulfilling careers.

What makes Richard's story particularly compelling is his honesty about the challenges he faced. Despite his extensive industry experience, launching a beer brand solo proved overwhelming. Rather than stubbornly persisting, he pivoted to coaching – helping others transform their relationships with alcohol and embrace healthier lifestyles through what he calls the three pillars: mindset, movement, and lifestyle.

Richard's perspective on sobriety challenges common myths, particularly the idea that alcohol reveals your true self. "When you stop drinking, you show your true self," he argues, "because it creates space for the feelings and values you have deep inside that were being suppressed." This revelation often makes people uncomfortable, driving them back to drinking to avoid confronting their authentic selves.

Whether you're questioning your relationship with alcohol, contemplating a career change, or simply interested in personal growth, Richard's journey demonstrates how our greatest transformations often begin when we're willing to step away from what no longer serves us.

Want to make your own clean break? Follow @takeacleanbreak on Instagram to learn how Richard's community is helping people create positive change in their lives.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

What does it take to create the best alcohol-free beer in the country? Sam Ray of We Can Be Friends brewery joins Ben Gibbs to reveal the passion, craftsmanship, and unexpected journey behind his remarkable beer range that's winning over even the most dedicated craft beer enthusiasts.

"I'd turn around every month and you'd be doing something amazing for the scene," Sam tells Ben, highlighting the mutual respect between these two champions of alcohol-free culture. Their conversation dives deep into Sam's meticulous brewing process, including his insistence on fresh hops, premium ingredients, and gold-standard pasteurization that sets his products apart. The discussion challenges common misconceptions about alcohol-free beer production costs, with Sam revealing that specialized yeasts are "wildly more expensive" than traditional brewer's yeast.

The pair explore notable industry shifts as established breweries like Vault City and Daya (who once claimed they would never release an alcohol-free beer) have collaborated with Sam on remarkable releases. They celebrate how German beer culture normalized alcohol-free options decades ago, with the UK market finally catching up. The conversation takes personal turns too, as they discuss their Sunburst collaboration beer – a project that represents what Ben calls a "pinch me moment" in his sobriety journey and Sam considers his best beer yet.

Whether you're sober-curious, a dedicated non-drinker, or simply interested in the evolution of craft beer culture, this episode offers fascinating insights into how passionate creators are revolutionizing what we drink and how we socialize. Subscribe now and join the community changing perceptions one magnificent alcohol-free beer at a time.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.