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From MBA to ABV
Launching our brewery
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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 started...

Fast forward to 2021, and we’ve picked ourselves up, and found a wonderful co-founder in John. The support this has brought has been incredible, especially as Matty and John both have day jobs to navigate as well (read more about this  here ).


Since then, it’s been a pretty exciting (and exhausting) ride to get to where we are now, getting ready to launch this week. 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. We’ve also welcomed two new talented brewers to our team (hi, Daisy and Adam!). We’ll be sharing more info on our team very soon, so that you get to know all of the people behind what we do.


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. Look out for  the story behind each beer coming soon (with a more in-depth look at the science behind them for fellow beer nerds).

How it’s going…

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Our name plays on the phrase ‘wolf in sheep’s clothing’, where the pack of hunters takes out the weaker ones. Sheep in Wolf’s Clothing is the brewery where appearances are not as they may seem. From the outside we may come across as typical craft beer people, but we’re pretty soft and care about creating a community - the herd you want to follow. We challenge assumptions on alcohol free beer, build friendships in our community, and look out for one another. Never underestimate sheep.


We’re trying to turn beer on its head, alongside setting our personal goals to be better and do better. So when you reach for that 0.5% beer because it tastes just as good as a regular strength beer, you know you’re drinking a Sheep in Wolf’s Clothing.

What’s in a name?

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Nope, they’re not just random buzzwords to make us sound good. The craft beer world has always implied that it’s an open space for all, but is that really the case? We believe in breaking down barriers for marginalised groups - from a lack of understanding of the needs of people with autism and learning disabilities, to the physical barriers preventing accessibility in beer venues to disabled people. And it doesn’t end with physical health - Matty has spoken openly about depression and mental health more about his story in our blog post here.


In terms of beers, we’ve undertaken extensive research and development to be able to produce a high quality (and highly drinkable) alcohol free and lower alcohol beer range. But to be truly inclusive, we create beers across all alcohol ranges. We want our 0.5% beers to be as tasty and complex as our 5.5% beers, and to be able to experiment to bring you the best of both worlds.

Inclusivity • Community • Sustainability

Find us on Instagram, Facebook, and Twitter. Sign up to our mailing list. Send us a message if you’d like to know more. We love a good chat about beer and community. And we’re here to listen, too.

Want to follow our journey?

We’re Sheep in Wolf’s Clothing, we’re here to change the game of brewing, and we can’t wait to meet you all