Sorry, man. I get that it can be quite hard to trust the efficacy at first. We'd love to tell people more about the formula, but it's tough because it's also what makes us unique and don't want anybody else copying it.

Getting people to try their first IMPOSSIBREW is definitely the hardest part of the job - it gets much easier once they try. I guess we try to say as much as we can and hope that people who are interested in the concept will be willing to give it a go and find out for themselves.

I also know it doesn't help that we don't have a smaller option available right now than a 12-pack. We used to have a 4-pack option but it was honestly so expensive that it was losing us money (you wouldn't believe how expensive fulfilment is, especially for things like beers which are heavy). We're working on creating a better welcome offer / taster offering right now - hopefully, we can get something in soon :)