The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

*The Juice Brewery has launched Hoppers, a new drink dubbed a ‘soft brew’. *

The adult drink mixes beer ingredients, such as hops and malt, with fruit flavours, apple, citrus and blackcurrant. All ingredients are natural and the non-alcoholic drink has fewer calories than normal beer.

Created by a group of drink lovers who didn’t want to feel deprived by choosing the ‘soft’ option, fruit Hoppers were the pioneering answer to this dilemma.

With the idea hatched in a pub and their first batch brewed in a kitchen, the founders sought an industry aficionado to oversee their invention: Tim Dewey, CEO of The Juice Brewery.

“Most soft drinks on the market are unpleasantly sweet and goody two shoes – definitely not something that most men would feel confident drinking," said Dewey. "We realised there was a big gap in the market for a delicious, grown-up soft drink and so, taking our inspiration from the brewery, we invented what we call a ‘soft-brew’ – a soft drink with enough attitude and maturity to be at home in a pub.

"With health and drink driving so high on the government agenda, it’s about time a sophisticated alternative was available. This is a new way of drinking for society’s new way of thinking.”