When I first connected with Chris Kazakeos, co-founder of On Beer, about a year ago, I knew there was something special brewing (pun fully intended). Fast forward to our recent conversation, and there's been quite the evolution in both the product and the brand.
TLDR: 5 Key Takeaways from Our Conversation
Plant Power: On Beer uses powerful botanicals from ancient medical traditions to create an uplifting effect without alcohol. Each bottle contains 11g of botanical matter.
Health-Driven Mission: Chris's journey from fitness enthusiast to AF advocate highlights how health consciousness is driving the move away from alcohol.
Product Iteration: Creating innovative AF drinks takes time - On Beer spent 18 months in development and another 6 months perfecting their 2.0 version.
Brand Accessibility: On Beer's shift from luxury positioning to a more inclusive, humorous approach demonstrates the importance of connecting authentically with your audience.
Market Growth: The non-alcoholic category is growing rapidly worldwide, with some European countries like Spain seeing non-alcoholic beers capture 20% of the market.
Or search Low No Drinker Podcast ep#59 wherever you like to listen
Chris is one of those people who radiates positive energy - even through the challenging times that come with founding an alcohol-free brand. Sporting his "Choose Life" t-shirt during our chat, it seemed the perfect symbol for a man whose journey into the AF world started with a deep passion for health and well-being.
From Gym Addict to AF Advocate
Chris's wellness journey began at 15, inspired by the great (in every sense of the word) Arnold Schwarzenegger. "I started going to the gym at the age of 15 and got absolutely addicted to it. I would go seven days a week. For like 10 years, I only missed three, four, five days a year."
This dedication to physical well-being would later clash with the inevitable drink culture he encountered at university,
"My well-being was so important to me and all my training, but yet I'd go out X amount of nights per week, get absolutely trollied with my friends, feel like crap, [and then] be in the gym trying to build myself up to feeling good again. And yeah, I did that for many, many years."
After university, Chris's career path took him through fitness instruction and eventually into marketing, including a stint at Saatchi & Saatchi, which he describes as "like getting paid and being schooled. It was a really amazing time." These experiences laid the foundation for what would eventually become On Beer.
The Lightbulb Moment
The pandemic era brought an unexpected opportunity when Chris saw a Channel 4
programme about a product that gave you the effect of alcohol without the alcohol and didn't damage your health. Intrigued, Chris reached out to the owners and became part of the company we know today as Gaba Labs, the team behind Sentia Spirits*, where he worked alongside Professor David Nutt and met his future On Beer co-founder, James Jacoby.
"As soon as I got in there, it was like that light switch moment where I just stopped drinking alcohol straight away. Once I actually learned the full impact of alcohol and what it does to your body, I was literally boom - gone. I'm not touching that again!" Chris explained. That was nearly four years ago, and he hasn't looked back.
What Makes On Beer Different?
On Beer isn't just another alcohol-free beer. Chris describes it as "zero alcohol packed full of powerful plants that give you an uplifting, elevating effect."
These aren't just any plants. "We're using things that go back thousands of years. As humans, we've been using these for thousands of years.
"They've come from Chinese medicine and ayurvedic practices that have been using these and discovering the power of plants that are still, to this day, some of the most powerful things on this planet."
The goal of these powerful plants is to stimulate the neurotransmitters - GABA, serotonin, dopamine - to give drinkers "nice feelings that we get from having a few drinks, take that weight off your shoulders."
But these aren't mild infusions - each bottle contains 11 grams of "powerful botanical matter". That's some serious plant power in every sip.
Overcoming Challenges
The journey hasn't been smooth sailing.
"It hasn't been easy. We're quite open about how stuff's been. In business, you fall over, you get yourself up again. You get knocked down, you get yourself up again,"
He told me, with the same tenacity that once had him at the gym seven days a week.
One significant challenge came when they discovered their original brew had a foaming issue unless chilled to precisely two degrees. "It was quite painful for a scaling business startup," Chris admitted.
That's on top of the Amazon issues with ingredients the selling giant wasn't quite so comfortable allowing them to list.
Working closely with a brewing lab, it took six months of reformulation before they cracked it with On Beer 2.0. The new version maintains the all-important effect while improving stability and flavour.
"Like any product, it's continual improvement, continual development," Chris explains, noting that they're bringing the hop flavour forward even more in their next brew.
Brand Evolution
One of the most noticeable changes in On Beer has been its branding. Initially presenting with a luxury, stylised aesthetic, they've pivoted to a more accessible, humorous approach.
"We thought we needed to portray luxury because it was expensive," Chris explained, referring to the premium ingredients. "But then we realised that didn't connect with the customers that we had."
The rebranding makes On Beer feel more accessible to a wider audience - something I had to agree was one of their best decisions yet. After all, as Chris puts it: "Liquid on lips. We want people to try it and hopefully have a great experience."
The Future of Alcohol-Free
Our conversation inevitably turned to the bigger picture of alcohol-free drinks in society. Chris didn't hold back: "Big alcohol's in trouble... People aren't drinking; they're turning away from alcohol in their droves."
He pointed to impressive statistics:
"In Spain alone, non-alcohol beers are 20% of the market. You know it's massive. Over here, it's 3% or 4%, I think. In Germany, it might be about 11%. Holland, about 9%. So it's growing and growing quick."
Chris believes alcohol is following the path of cigarettes - once glamorised and normalised, now increasingly shunned as health awareness grows. "It's old technology, it's toxic, it damages your health," he stated bluntly.
On a more optimistic note, he identified the two biggest drivers for the non-alcoholic movement: health and active lifestyles. This presents enormous opportunities for hospitality venues willing to offer compelling alternatives.
You can listen to the full conversation with Chris on the Low No Drinker Podcast. Search ep#59 on your favourite platform or click here to go to the show notes for links to your favourite podcasting platform.
In the episode, we chat about:
Chris' story
Non-drinking spectrum
Powerful plants
How does it make you feel?
How much can you drink?
Legal ingredients
On Beer 2.0
Marketing rebrand
What's next for On Beer?
The BBQ-Q
Big alcohol
The role of government in alcohol
And remember to rate & review the show so we can help more people live a life less intoxicated.
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