Sunrise Beverages acquires Days

Days, the alcohol-free beer brand, has been acquired by Sunrise Beverages for an undisclosed sum. The full Days Brewing team, including co-founders Mike Gammell and Duncan Keith, will join Sunrise as part of the deal.

Days now sits alongside Curious Brewery, Gipsy Hill Brewing, Wild Beer Co and St Peter's Brewery in Sunrise's UK portfolio.

Days adds a dedicated 0.0% brand that isn't otherwise represented in Sunrise's portfolio of craft and traditional ale brands. The acquisition gives Sunrise an off-the-shelf entry into a category its existing brands don't compete in, with retail relationships, brand equity and a founding team that comes with the deal.

Days reaches the exit having raised roughly £6m since 2021. Its early cap table includes Giles Humphries (Mindful Chef), Ryan Kohn (Propercorn), and Adam Keary, formerly MD of Camden Town Brewery.

"Our goal remains the same. Making great 0.0% beer more accessible, more visible and more of an every day choice. This partnership will help us bring Days to more consumers, more occasions and more places than ever before," co-founder Mike Gammell said on LinkedIn.

The category context

The EU's low- and no-alcohol beverage category grew from roughly €7.5 billion in 2021 to nearly €9 billion in 2023 — a 17.3% rise in two years — and UK non-alcoholic beer is forecast to grow at a 7.0% CAGR over the next decade, according to Future Market Insights. Volume growth at home for non-alcoholic beer across Europe is projected at 3.2% in 2026, per Statista.

It's also the second UK better-for-you beer roll-up in as many months. In April 2026, Global Brands acquired low-calorie beer and cider maker Skinny Brands, folding it into a portfolio that includes Hooch and VK. Signalling that established drinks groups are seeking ready-made footholds in the better-for-you side of beer rather than building from scratch.