The drinking scene is changing, and On Beer is at the forefront of that shift. Founded by James Jacoby, the brand offers an alcohol-free option that’s more than just a substitute—it’s a reimagining of why we drink in the first place. Powered by functional botanicals and backed by scientific research, On Beer is about presence, connection, and better nights. We caught up with James to hear how it all started and what makes this new kind of beer stand out.
What inspired you to rethink beer—not just as a drink, but as an experience with purpose?
Let’s be honest, most alcohol-free beers are little more than pissy brown water. And beer at its best, transforms. It flips the switch from tension to ease, from small talk to connection. We weren’t interested in just brewing a decent dupe. We wanted to create something that actually does what beer is supposed to do (without the ethanol of course).
You’ve said ON Beer solves the “why” of drinking. What’s missing from how most brands answer that question?
Most brands answer with flavour, brand story, or ‘vibes’. We answer with botanicals and brain chemistry. People don’t drink just to taste something, they drink to feel something. Alcohol is crude but effective. We’re refining that. The ‘why’ isn’t “because it’s Friday.” The why is “because I want to feel better, sharper, closer, freer.” We designed for that.
Tell us about the ‘X-blend’—what botanicals are in it, and how do they create that “little bit wavy” feeling?
Ginseng, Rhodiola, Damiana, Muira Puama, Maca, Guarana… it’s a gang of heavy-hitters. Each one chosen for what it does, not just what it sounds like on a label. The effect? That gentle rise, that social shimmer, that moment when the noise softens and connection opens. It’s alcohol’s best bits, without its worst.
How did the double-blind university study come about, and what were the most surprising findings?
We didn’t want to be another “trust us” brand. We wanted proof. So we commissioned the world’s first double-blind placebo-controlled trial on an alcohol alternative. The result? Participants felt it. No booze. No bias. Just honest, measurable effect.
You’ve designed something that feels like a product Jony Ive might dream up—how does design influence the ON Beer experience?
Jony strips things down to essence. We tried to do the same. Clean flavour, clean feeling, no hangover, no clutter. Even our bottle is intentional, dark glass to protect the actives, white label to keep it simple. Every detail was re-thought, not just repackaged.
Most alcohol-free beers promise “less.” You say ON is about “more.” How do you define that more?
More vibe. More connection. More presence. Not “less alcohol,” but more reason. Because why settle for a placebo with nice packaging, when you could drink something that delivers?
Was there a specific moment when you realised the world didn’t need another beer—but needed this one?
I’ve been dosing people with plants for 25+ years and I know how to get them going. Beer is just the perfect vehicle to get plants into as many people as possible, and ‘the rise of non-alc’ the perfect timing.
You’re launching something radically different. What kind of drinkers—or thinkers—is ON made for?
ON is for the responsibly irresponsible. For those who love a good time but hate feeling sh*t. For thinkers, feelers, founders, dancers, seekers, for anyone who knows the future of drinking isn’t less… it’s better.