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BrewDog are joining forces with #IAMWHOLE to launch Sad AF, an alcohol-free beer brewed to raise funds for mental health awareness research.

We all need to get better at talking about our mental health.

That’s why we’ve co-created a brand-new alcohol-free beer with #IAMWHOLE, a brilliant mental health campaign who believe – like us – that a chat over a beer can make all the difference.

SAD AF is a 0.5% marshmallow pale ale we’ve named to help
raise awareness of Seasonal Affective Disorder (S.A.D.). We know 84% of those people experiencing mental health challenges say January is the worst month – but only 56% are aware that Seasonal Affective Disorder can actually cause depression and anxiety.

So now is the time to reach out to a friend or family member you think might be struggling. Now is the time to open up if you’re feeling SAD AF. Now is the time to sit down for a drink and just talk. Thanks to the work #IAMWHOLE are doing, we know 82% of men say they are more likely to open up over a beer… which is why this partnership (where we are inviting people to have that chat responsibly, over an alcohol-free beer) makes so much sense.

It’s also why we will donate 100% of the profits from SAD AF to #IAMWHOLE’s vital mental health research fund.

Take a look at the video they have created as part of this campaign… and prepare to be blown away by the message:

If you’re struggling with anything mental health related, you can find information about support available to you on #IAMWHOLE’s website here.

#IAMWHOLE X BrewDog - Sad AF

#IAMWHOLE X BrewDog - Sad AF

ABV 0.5%

If you want to buy some Sad AF, click the button below.


1 Fill your box with your favourite brews.

Our largest delivery boxes have 24 slots, and can fit up to:

Can 48 x Cans
(330 or 440ml)
Bottle 24 x Bottles
(Any size)

2 Checkout for Free Delivery.

Fill at least 23 out of 24 slots and you'll get free delivery.

Once you've hit one full box, that's free delivery on your entire order!

*For free delivery exclusions and deliveries outside of the UK please click here.