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Launching Sheep in Wolf's Clothing
How it started...
The Sheep in Wolf’s Clothing story began as an idea our founder Matty had in the pub during his MBA about a lack of great low ABV beer, somewhat ironically after several high ABV beers. Unlike most drunken conversations, Matty took this forward and ended up developing a business plan for a new brewery. He pitched the idea of creating incredible beers with a focus on alcohol free beer to some people who became the original co-founders, but COVID-19 brought with it so many challenges that we sadly parted ways, leaving Matty with a new brand and no beer...not an ideal scenario!
How it’s going…
Fast forward to late 2020, we built a team and started experimentation. With this we zoned in on specific yeasts and recipes.
Since then, it’s been a pretty exciting (and exhausting) ride to get to where we are now, getting ready to launch in July 2021. As everyone told us, starting a brewery is no walk in the park. We’ve caused floods, sprayed yeast and beer all over the walls (and sometimes the dog - sorry, Max!). But we’ve also had some fantastic breakthroughs, and really developed what we want to do and who we want to be.
One of the main things we’ve been doing as a team is to focus on yeast exploration and experimentation. Yeast is often overlooked in favour of making everything about the hops, but working on this side of things allows us to create flavoursome 0.5% beers which we think you’ll love. All of our beers are brewed with care to make sure the flavour profiles challenge the perception that alcohol free beer means it’s missing something.
About Sheep in Wolf's Clothing Brewery
Sheep in Wolf's Clothing is an independent craft brewery based in Dunblane, Scotland. We're best known for our award-winning alcohol-free and low-ABV craft beers — full-flavoured pints brewed for the curious, the sober-curious and everyone in between. Every can is vegan, brewed in small batches at our Dunblane brewhouse, and shipped UK-wide direct from the source.
Our core range covers alcohol-free craft beer, hazy IPAs and pale ales, and rotating single cans of our latest experiments. We also stock a regularly refreshed guest beer line-up from breweries we love. If you're new to us, the mixed 12-pack is the easiest way to taste the range.
Founded with the belief that good beer should be inclusive — whatever your reason for picking up a can — SiWC has been recognised in national craft beer awards for both flavour and for the work we do around mental health and community. You can read more about our story on the About page, browse our full stories, or sign up to the newsletter for new releases and behind-the-scenes notes from the brewhouse.
About Sheep in Wolf's Clothing Brewery
Sheep in Wolf's Clothing is an award-winning craft brewery based in Dunblane, Scotland, specialising in alcohol-free and session-strength craft beer. Founded in 2021 by Matty Dixon, SiWC has grown from a London garage operation into one of the UK's most-talked-about modern breweries, with a permanent home on the Duckburn Industrial Estate just outside Stirling. Our beers — including the popular Memento Mori 0.5% Hazy IPA, Lager Day Saints alcohol-free lager, Eisprinzessin session hazy and Absence of Light session stout — are brewed to deliver full hop, malt and yeast character at lower ABVs, so drinkers can enjoy more without the morning regret.
The brewery is built on three core values: inclusivity, community and sustainability. We work with charity partners across mental-health, LGBTQ+ and physical-diversity causes, and our taproom welcomes everyone — drivers, parents, sober-curious folks and craft beer veterans alike. All SiWC beers are vegan and shipped fresh across the UK direct from the brewery shop.
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