On a more personal perspective, what were the triggers to set up a sports beer business?

In 2019, I was training for an Ironman triathlon and after workouts I loved the refreshing taste of beer, but this was a poor choice after training due to the presence of alcohol which prevents recovery and the lack of protein which in turn is essential post-workout. So, I started to wonder: what if a truly healthy sports beer would exist? And here we are.

How is Thrive innovating in the non-alcoholic/ healthy beer market? 

We go a step further than just alcohol-free by making our beers truly functional. Our current Thrive Peak has 10 grams of high-quality protein per can. We’re sort of turning the world upside down, making beer truly healthy. People don’t choose Thrive just because it’s alcohol-free, but because it has actual health benefits. This way, we’re making the conversation around alcohol-free much more positive.

How do you see the market evolving in 2024-2030? 

Alcohol consumption will continue to decline as awareness around its negative effects spreads further. That doesn’t mean consumers will stop drinking alcohol altogether, but they will become much more conscious around consumption moments and quantity. When they’re not drinking, consumers will be looking for quality alternatives with great taste and an increasing eye for functional benefits.

What are the biggest challenges you are facing?

We’ve been active for two years in the Belgian market where the consumer has strongly validated our proposition. In this short period, we’ve built strong brand awareness among our target audience and a good initial distribution network. The challenge now is to repeat the same in other countries.