As Dry January 2025 kicks off, many embrace the challenge of mindful drinking. For Jeff Stevens, founder of WellBeing Brewing, this isn’t just a month-long trend—it’s a mission to transform how we approach wellness, social connection, and non-alcoholic beverages.
The spark that launched WellBeing Brewing
The concept for WellBeing Brewing was born during a creative session in London. Stevens, a seasoned marketing professional for global alcohol brands, was captivated when a junior designer pitched the idea of a non-alcoholic brewery. “It immediately clicked,” Stevens recalls. “As someone who didn’t drink but loved the beer industry, I knew there was potential.”
In 2017, Stevens and his wife, Genevieve, turned that spark into reality. Together, they co-founded WellBeing Brewing to bring craft beer quality to the non-alcoholic space. Unlike traditional breweries, WellBeing operates as a contract brewer, relying on partnerships with established facilities to produce its signature beers.
A journey through brewing partnerships
WellBeing’s brewing journey began with O’Fallon Brewery, an early collaborator that helped the fledgling company bring its vision to life. However, financial challenges at O’Fallon prompted WellBeing to seek a new partner. Today, WellBeing’s beers are brewed at Schlafly Beer, another St. Louis institution. “St. Louis has an incredible brewing heritage, and working with Schlafly has allowed us to maintain the quality and consistency we strive for,” Stevens explains.
Crafting beverages with purpose
Each WellBeing beer is brewed with advanced de-alcoholization technology to preserve the flavor, aroma, and mouthfeel of traditional craft beers. The lineup includes:
- Heavenly Body Golden Wheat: A light, crisp wheat beer with subtle citrus notes, perfect for casual sipping.
- Hellraiser Dark Amber: A bold, malty beer with hints of caramel and toasty richness, ideal for those who love darker brews.
- Intentional IPA: A hop-forward IPA with citrus and pine aromas, delivering the full craft beer experience without the buzz.
- Victory Citrus Wheat + Electrolytes: A refreshing wheat beer infused with electrolytes for post-workout hydration or recovery.
- Match Day Light: A bright, easy-drinking lager crafted for sports fans and social gatherings.
Stevens sees these beers as more than just substitutes—they’re experiences designed to stand confidently beside their alcoholic counterparts. “We’re not just creating substitutes; we’re making products that stand on their own,” he emphasizes.
While WellBeing Brewing lacks its own taproom or standalone facility, its products can be found nationwide through retailers and an e-commerce platform. Additionally, WellBeing frequently partners with local venues for events, reinforcing its commitment to community over a physical space. “Our goal is to bring people together, regardless of where our beers are brewed,” Stevens says.
The fun in mindful drinking
For Stevens, mindful drinking is about more than abstaining from alcohol—it’s about preserving the joy and connection associated with drinking culture. Events like Unreal Thursdays, held in collaboration with Kevin Brennan, feature non-alcoholic beers, mocktails, and plant-based wellness drinks. These gatherings create a sense of belonging for both sober individuals and those exploring moderation.
Unreal Thursdays: A new collaboration in ‘mindful drinking’
This January, WellBeing Brewing is teaming up with Kevin Brennan’s Unreal Thursdays for a special event that promises to be a highlight of Dry January. Scheduled for January 23rd, the event will be a celebration of mindful drinking, designed to bring together the sober and “sober curious” community in a vibrant, social atmosphere.
While the full details remain under wraps, attendees can expect an exciting lineup featuring WellBeing’s non-alcoholic beers, creative mocktails, and other wellness-inspired beverages. “Kevin’s events are always incredible, and we’re thrilled to collaborate with him,” Stevens shares. “This will be something truly unique.”
Positioned to re-energize Dry January participants during the challenging third week, the event aims to keep the momentum going with inventive drinks, lively conversation, and a focus on connection. “Week three is when many people start to fall off the Dry January train,” Stevens notes. “This is a chance to create something meaningful and fun to help them push through.”
Aligning with global movements
The Dry January movement, which began in the UK, has become an international phenomenon, prompting consumers to rethink their drinking habits. Stevens sees it as an opportunity to showcase the creativity and quality of non-alcoholic options. “Dry January isn’t about giving up—it’s about discovering something new,” he says.
Looking ahead
WellBeing Brewing is poised to expand beyond beer, with plans to explore wellness-focused beverages infused with adaptogens, cannabinoids, and other functional ingredients. “It’s about offering products that help people feel good, not just taste good,” Stevens explains. This innovative approach ensures WellBeing remains at the forefront of the mindful drinking movement.
WellBeing Brewing’s impact is tangible. From its brewing partnerships to its vibrant events, the brand is redefining how people connect in alcohol-free spaces. “We’re not here to replace alcohol,” Stevens says. “We’re here to create something equally meaningful.”
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