Morrisons is betting on Collider because it sees a fast‑moving functional alcohol‑free segment, a craft‑quality product that brings differentiation to the alcohol free aisle, and a brand with momentum, credibility and a clear point of difference.

Collider — the London‑based functional alcohol‑free brewer — will roll into 227 Morrisons stores nationwide from Monday 7 September, marking the brand’s largest retail listing and the first time a functional beer has been stocked by a major UK supermarket.

The retailer will carry Collider Lager (4 x 330ml) across all 227 stores, with Collider Session IPA (4 x 330ml) available in 127 stores. Both sit in the alcohol‑free beer aisle at an RRP of £6.50, supported by a 2 for £10 launch promotion.The listing also debuts Collider’s new grocery‑ready 4‑pack format, designed to make the brand easier to shop and easier to stock.

Point of difference in a crowded AF aisle

Morrisons has been expanding its alcohol‑free range, but most options still fall into familiar craft styles. Collider brings something the retailer doesn’t currently offer: functional alcohol‑free beer brewed with adaptogens and nootropics.

Its Unwind Blend — featuring lion’s mane mushroom and ashwagandha — gives Morrisons a product that stands out on shelf and taps into wellness‑driven drinking occasions.

A fast‑growing segment with national potential

The UK’s low‑and‑no category has now passed £2bn in annual sales, with functional brews emerging as its fastest‑moving sub‑segment. Morrisons sees Collider as a way to get ahead of that curve, offering shoppers a new type of alcohol‑free beer that aligns with broader trends in functional beverages.

A brand with momentum, credibility and craft cues

Founded in 2024, Collider has grown revenue more than fivefold in the past year, built 4000+ subscribers, and secured listings in influential venues including Dishoom, Hoxton, Six Senses and Planet Organic.

For Morrisons, that track record signals a brand with staying power.

Craft quality without compromise

Collider’s beers sit under 0.5% ABV, maintain the ritual of a “proper beer”, and deliver craft‑quality flavour with functional benefits.

Collider Lager is 36 calories, gluten‑free, and designed to be an easy‑drinking, everyday option — a profile that fits Morrisons’ mainstream shopper base.

Brand perspective

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 listing arrives as functional drinks continue to reshape the no‑and‑low landscape. Consumers are increasingly seeking products that deliver a benefit, not just remove alcohol — a shift that has already transformed soft drinks, energy drinks and ready‑to‑drink wellness formats.

Collider’s arrival in Morrisons marks the moment that functional beer crosses into mainstream grocery, signalling a new phase for the category.