Nothing, the tech startup known for its minimalist devices, has expanded its catalog with a surprising new item: a beer. At the moment, purchases are restricted to the company’s online store in the United Kingdom, reflecting the brand’s cautious, controlled approach to distribution rather than a broad, immediate rollout.
The beer first surfaced in the public eye on April 1, 2022, when a teaser image appeared across Nothing’s social media channels. The stark, no-frills beer can bore the brand’s emblem and carried a straightforward label reading Beer, boasting an alcohol by volume of 5.1 percent. For many followers, the post felt like a lighthearted prank in the spirit of April Fool’s Day, aligning with Nothing’s cheeky, tongue‑in‑cheek brand voice rather than signaling a formal product launch.
In October of the following year, Nothing issued a formal press release on its official website confirming the start of sales for a hop-forward beverage developed in collaboration with Freetime Beer Company. The resulting unfiltered rice beer is sold in six‑can packs priced at £20, positioning it as a premium, craft‑oriented option within the beer category. This move underscored Nothing’s willingness to experiment with cross‑category offerings while maintaining a premium, design‑driven identity that resonates with its tech audience.
Nothing has indicated ambitions to extend beer availability beyond the United Kingdom, although a definitive list of future markets has not been announced. The company continues to emphasize a measured rollout, likely using early reception, consumer feedback, and brand fit as the guiding metrics before expanding to additional regions. This strategy mirrors the brand’s overall philosophy of limited exposure coupled with high‑quality, story‑driven product experiences that reinforce a distinct lifestyle narrative rather than chasing volume alone.
The entity behind Nothing was formed by Carl Pei, widely recognized for his previous role with OnePlus as a co‑founder and former chairman. The investment side of the venture features a cadre of notable technology veterans and public figures, including Tony Fadell, the designer behind the iPod, Kevin Lin, a co‑founder of Twitch, Steve Huffman, who leads Reddit, and Casey Neistat, the well‑known creator and online personality. This group of backers signals Nothing’s intent to fuse a strong technology ethos with consumer lifestyle products, cultivating a recognizable, coherent brand narrative across multiple product categories while leveraging the credibility and networks of prominent tech veterans to propel growth and visibility in crowded markets.
Earlier communications hinted at a broader product strategy, with a sub‑brand associated with Nothing suggesting a smartwatch concept aligned with Apple’s design language, referred to as the CMF Watch Pro. This signal points to an appetite for wearable technology exploration alongside existing hardware ecosystems. Taken together, the beer launch and the wearable concept illustrate Nothing’s broader ambition to position itself where design excellence meets everyday consumer needs, blending hardware craftsmanship with lifestyle accessories in a way that echoes contemporary premium tech brands. The company has consistently prioritized design integrity, user experience, and narrative cohesion across its offerings, with every product designed to reinforce a unified brand story rather than existing as isolated, one‑off items.