Collider, the London-based functional alcohol-free beer brand, is about to appear in 227 Morrisons stores across the UK, in what the retailer and the company are presenting as a first for a major supermarket. The rollout begins on Monday 7 September and gives the start-up its widest listing to date, as well as a rare mainstream route into the alcohol-free beer aisle.

Morrisons will stock Collider Lager in all 227 branches, while Collider Session IPA will be available in 127. Both come in 4 x 330ml packs and carry a £6.50 price tag, backed by a 2 for £10 launch promotion. The listing also introduces a grocery-friendly pack format that Collider says is designed to be easier for supermarkets to merchandise and for shoppers to pick up.

What sets the brand apart is its attempt to move beyond the standard alcohol-free proposition. Rather than simply removing alcohol, Collider adds what it calls its Unwind Blend, which includes lion’s mane mushroom and ashwagandha. The beers sit below 0.5% ABV and are pitched as craft-style drinks with added functional benefits, aimed at consumers who still want the ritual of beer but are also looking for a perceived wellness angle.

The move comes as the UK’s low-and-no market has passed £2bn in annual sales, according to trade reporting cited by several industry outlets, with functional brews described as one of the fastest-growing parts of the category. Collider has tried to capitalise on that momentum quickly. Founded in 2024, it says revenue has risen more than fivefold over the past year and that it now has more than 4,000 subscribers, alongside listings in venues including Dishoom, Hoxton, Six Senses and Planet Organic.

Harry Cooke, the founder, said the brand was built on the idea of taking alcohol out of beer while putting something else back in. In remarks carried by Brewers Journal, he said the Morrisons deal would put that choice in front of millions of shoppers. For Morrisons, the bet is that functional beer can widen the appeal of alcohol-free drinks and give the supermarket a sharper point of difference in a crowded aisle.

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