BRULO

BRULO was founded by James Brown, whose passion for craft beer developed through years of travelling, discovering breweries and building Beer52 into a community of more than 200,000 beer enthusiasts. Having tasted and curated thousands of beers from around the world, James became frustrated by the lack of alcohol-free options that delivered the same flavour and excitement as modern craft beer. Rather than settle for a compromise, he decided to create his own.

The journey involved experimenting with hundreds of recipes, refining each one to achieve the right balance of flavour, body and drinkability. BRULO was built around the belief that alcohol-free beer should be judged by the same standards as any other craft beer. Using quality ingredients, innovative yeast cultures and modern brewing techniques, the brand focuses on producing beers with genuine depth and character, without relying on artificial flavourings or shortcuts.

BRULO's identity reflects its ambition to challenge perceptions of alcohol-free brewing. Its distinctive eye symbol, designed by James Ockelford and inspired by 1960s Japanese poster art, represents clarity and being fully present. The brand positions its beers as a natural part of modern drinking culture, appealing to people who enjoy the flavour and ritual of craft beer while choosing to drink less alcohol.

From premium pubs and independent retailers to cycling communities, sporting venues and outdoor events, BRULO has developed a following among drinkers looking for exceptional beer without the alcohol. Its approach places brewing quality ahead of conventional alcohol-free marketing, demonstrating that creativity, craftsmanship and flavour need not depend on alcoholic strength.