Morrisons is backing Collider to serve a rapidly developing functional alcohol-free market, strengthen its alcohol-free beer offer with a craft-quality product, and introduce a brand that combines strong momentum, credibility and a distinctive proposition.
The London-based functional alcohol-free brewer will launch in 227 Morrisons stores nationwide on Monday 7 September. The rollout represents Collider’s biggest retail listing to date and marks the first listing of a functional beer with a major UK supermarket.
All 227 stores will stock Collider Lager in a 4 x 330ml pack, while Collider Session IPA in the same format will be available in 127 locations. Both products will appear in the alcohol-free beer aisle with an RRP of £6.50, alongside a launch promotion offering two packs for £10. The listing also introduces Collider’s new grocery-ready four-pack, created to simplify both shopping and store replenishment.
A distinctive proposition for the alcohol-free aisle
Morrisons has continued to broaden its alcohol-free selection, although much of the category remains centred on established craft beer styles. Collider adds a new dimension through beer brewed with adaptogens and nootropics, giving the retailer a functional alcohol-free option not currently represented in its range.
The brand’s Unwind Blend combines lion’s mane mushroom with ashwagandha. As a result, it offers a shelf standout that reflects the growing connection between wellness and drinking occasions.
Functional beer gains national retail potential
Annual sales in the UK low-and-no category have exceeded £2bn, while functional brews are developing into one of its quickest-growing segments. Morrisons sees the partnership as an opportunity to respond early to this shift and give shoppers access to an alcohol-free beer aligned with wider food and drink consumer trends.
Momentum behind the brand
Collider launched in 2024 and has increased revenue more than fivefold over the last year. The business has also attracted more than 4,000 subscribers and won listings with recognised names such as Dishoom, Hoxton, Six Senses and Planet Organic.
That commercial progress gives Morrisons confidence that Collider has the foundations to develop into a lasting brand rather than a short-term category experiment.
Craft flavour with everyday appeal
With an ABV below 0.5%, Collider’s beers preserve the ritual of enjoying a “proper beer” while combining craft-style flavour with functional ingredients.
Collider Lager contains 36 calories and is gluten-free. Its approachable, easy-drinking character makes it suitable for regular consumption and supports its appeal among Morrisons’ broad mainstream customer base.
The brand’s view
Harry Cooke, founder of Collider, said: “We built Collider on a simple idea: take the alcohol out of beer and put something better in. Most alcohol‑free beer asks you to settle for less. We add functional ingredients like lion’s mane and ashwagandha, so cracking open a cold one still does something for you. Landing in 227 Morrisons stores puts that choice in front of millions of shoppers for the first time, and we couldn’t be prouder to be on shelf.”
The supermarket launch comes as functional beverages continue to influence the low-and-no market. Shoppers increasingly want products that provide an additional benefit, rather than simply removing alcohol. This demand has already contributed to significant change across soft drinks, energy beverages and ready-to-drink wellness products.
Collider’s Morrisons listing brings functional beer into mainstream grocery and signals a further stage in the category’s development. The move also reflects wider food and beverage industry trends, including food manufacturing trends, advances in food processing technology, food distribution trends and food and drink industry innovation. As the segment expands, food and drink sustainability, food and drink regulations, food and drink packaging and food and drink marketing will remain important considerations for brands seeking to scale in the UK market.