The move sees the London-based group, which is the UK distributor for Turkish and Japanese beers Efes and Orion, take on its first alcohol-free brand as it looks to capture market share in the rapidly growing category.
Sunrise also owns a range of British breweries, including Gipsy Hill, Curious, Portobello and St Peter’s.
Founded by Mike Gammell and Duncan Keith in 2021, Days became the fastest-growing non-alcoholic beer brand in UK grocery by 2024, before launching nationwide in Stonegate Pubs, which owns Slug & Lettuce, Be At One, and Popworld, in 2025.
By entering the Sunrise family of brands, Days will look to scale its UK-wide distribution and growth. The alcohol-free category currently only accounts for a 3% share of total beer sales in the British market, compared with 10% in Europe.
“The non-alcoholic beer category is one of the most important structural shifts in beer in a generation and we believe Days is the best independent brand to lead it,” said Richard Mather, chief executive officer of Sunrise.
Well positioned for further growth, Days is currently stocked in more than 3,500 distribution points across the UK, including Tesco, Waitrose, Ocado and Prezzo sites.
In December, the brand introduced a draught version, and following a successful pilot in Stonegate venues, will roll out across the UK on-trade this summer.
Keith and Gammell jointly added: “We created Days because we wanted to help beer evolve for the way people drink today.
“Demand for alcohol-free beer continues to grow and joining Sunrise provides the perfect platform for our next phase of growth and brings our range to more drinkers across the UK.”
