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Hi! I’m Hugo.
I started LOAH to spread a bit of sunshine and create moments so refreshing they’d feel like an escape. And, truth be told, we all need an escape now more than ever.
During the first national lockdown I grew tired of drinking, so I cut the needless weeknight beers. I began to notice that I was feeling less anxious, more connected, and way more creative. I’d always wanted to brew a great beer, so I put that creative energy to good use and started exploring low-alcohol beers, and how to brew one for myself.
Like a lot of people, 2020 served me up some spare time. Already working in the drinks industry, I rang anyone in my phone book who was even remotely connected to brewing. It turned out they all had time on their hands too. Over the summer, working with some of the UK’s top brewers, I started crafting a recipe for a low-alcohol beer.
Low-alcohol brewing is complex. Really complex. My kitchen became a cross between a brewery and a science lab, and I started to obsess over the smaller details. Who’d have known there were so many varieties of lime. Then, after a few eyebrow-raising efforts, we struck (liquid) gold.
We ran focus groups over Zoom (nightmare), sent out samples (cheers Royal Mail), and had socially distanced photoshoots (always have a rain plan). But the most amazing thing was the sense of community – this group of people who share our belief that beer should be kinder to our hearts and better for our heads.
We wouldn’t have got here without all the people standing behind us. And here it is: 0.5% alcohol, 39 calories, gluten-free and really low sugar. It’s out there. It’s different, and for us (and hopefully you too), that’s what counts.