British drinks start-up Roley’s is entering the UK market with the launch of its Super Natural Lager, a 4.4% ABV beer designed to offer functional health benefits while maintaining traditional beer qualities. The product, which debuts this month via premium distributor Love Drinks, seeks to reshape the beer industry with its proprietary Super Natural Elixir™ technology.
Crafted through a secret scientific process using all-natural ingredients, the lager removes sugars, lowers carbohydrates, and retains essential B vitamins (B3, B5, B6, and B9), which are associated with reduced inflammation and support for energy, cognitive function, and metabolism. The result is a beer with only 89 calories per 330ml—35.8% fewer than comparable lagers with the same alcohol content.*
Developed by British entrepreneur Stewart Rowley in collaboration with microbiologists at Sheffield Hallam University, the beer is intended to meet the needs of modern, health-conscious consumers without compromising taste, texture, or quality.
Rowley, a former rugby player, conceived the idea over a decade ago after personal struggles with weight and performance in a demanding industry. “Could I create a great tasting, full-bodied beer with beneficial nutrients but without the excess calories and sugar?” he asked. Thirteen years later, the answer appears to be yes.
Super Natural Lager is described as effortlessly drinkable with a golden hue, gentle carbonation, and notes of citrus, floral accents, and soft malt. The finish is clean and refined, and the beer is presented in 330ml cans.
In addition to its nutritional focus, the brewing process itself is positioned as environmentally conscious. The Super Natural Elixir™ accelerates yeast activity, reducing brewing time from weeks to hours—cutting down significantly on the energy demands of traditional fermentation.
Targeting active consumers, Roley’s has secured a partnership with international fitness event brand HYROX, becoming its official beer and preferred partner in the UK and Ireland through 2026. The deal grants the brand access to a demographic known for balancing intense physical activity with social lifestyle habits.
Following a successful funding round in April 2025, Roley’s plans to expand its technology across the drinks sector. The Super Natural Elixir™ is said to be adaptable for use in beers, wines, and ciders, potentially bringing similar health benefits to a broader range of beverages.
Samantha Burke, Managing Director at Love Drinks, expressed confidence in the brand’s disruptive potential. “We were immediately blown away by Roley’s—not just by the drinking quality of the Super Natural Lager, but by the technology, the team, and the value it offers. As UK consumers become more health-focused, we believe Roley’s can be a game changer.”
About Love Drinks:
Founded in 2007 by Kirsty Loveday BEM, Love Drinks is an independent UK-based importer and distributor of premium spirits, liqueurs, and craft beers. The company’s portfolio includes brands such as Goslings Bermuda Rums, Hernö Gins, and The Bitter Truth cocktail range. Love Drinks is also known for its “Love Well” initiative, promoting wellbeing in the hospitality industry, and was named Drinks Business Drinks Distributor of the Year in 2019.
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