Goodrays launched its Relaxation Beer in Sainsbury's, taking the brand into the beer aisle for the first time. The range spans three 0.0% lagers, brewed in partnership with Brewgooder and infused with the brand's feel-good blend of magnesium, lemon balm and vitamin D.
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The pitch is a beer that delivers the ritual of a cold one without the alcohol or the after-effects, tapping both the fast-growing no- and low-alcohol category and rising demand for functional, calming drinks.
"When we started Goodrays six years ago, I never imagined I'd be standing in the beer aisle admiring our own lager," said co-founder and CEO Eoin Keenan, who framed the launch as a new chapter in the brand's mission to make calming drinks that help people feel good. "All the great taste. None of the booze."
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