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SEVEN BRO7HERS to launch its first alcohol-free beer for ‘Dry January’

21/12/2021 – Products / Seven Brothers / Beer / Ale / Alcohol-Free / Craft / UK / Dry January

SEVEN BRO7HERS to launch its first alcohol-free beer for ‘Dry January’

Salford-based brewery SEVEN BRO7HERS has launched its first ever alcohol-free beer – AF Pale Ale. The hoppy craft ale promises not to compromise on flavour, and launches just in time for Dry January’s 31 days of sober. 


Ensuring customers are ready to tackle Dry January or have a few in the fridge for those going teetotal over the festive season, AF Pale Ale (0.5% ABV) launched on the SEVEN BRO7HERS webshop and in its Manchester beer houses on 20th December.


“I think it is fair to say this is a hotly awaited moment for SEVEN BRO7HERS! We are often asked for low or alcohol-free beers, so it is exciting to finally be able to add AF Pale Ale to our portfolio,” remarked Keith McAvoy, CEO of SEVEN BRO7HERS BREWING CO. 


“The demand has never been greater for delicious, tasty alcohol-free beers. We have worked tirelessly to make sure AF packs a punch in flavour and offers the same satisfying taste beer lovers have grown to expect from any of our ales.”


He added: “Most brewers will tell you delivering on alcohol-free without compromising on the taste is a challenge, but we are confident people will love it – especially if they are tackling dry January in the new year.”


AF Pale Ale is available in 330ml cans for £1.60.

Seven years of success


2021 marked seven years in business for SEVEN BRO7HERS BREWING CO, and while they may have kicked off the anniversary year with challenges amidst Covid-19, the brewery has continued to grow from strength to strength – from winning its first major supermarket deal with ASDA, to the opening of Manchester Airport’s T2 HMS Post ‘Amber Alehouse’. 

It has also been a great year for new beers: Over the last 12 months, the brewery has launched its weird and wonderful #7Series, a brewer’s choice range, and a charity pilsner with sporting legend Rob Burrows (known as ‘Roadrunner’). The firm has also won awards for its Watermelon Wheat Beer and its ‘Crunchie in a can’ Honeycomb Pale Ale.


Founded by the McAvoy brothers; Guy, Keith, Luke, Daniel, Nathan, Kit and Greg, the brewery was inspired by their father’s home-brewing in the cellar at home.


In 2016, the brothers opened their first beer house in Ancoats, Manchester. They now boast a newly refurbished, onsite taproom at the brewery in Salford and a beer house at Middlewood Locks, Manchester. In May, the siblings opened their doors to a brand-new beer house in the heart of MediaCityUK. The family have said they look forward to opening their next site in Liverpool in 2022.

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