An alcohol-free beer brand called Days Brewing has seen its TikTok following swell by more than 1000% after participating in the ‘Tube Girl’ viral video trend.

Co-founders Mike Gammell and Duncan Keith took part in the ‘Tube Girl’ trend on TikTok, which has taken the world by storm since Sabrina Bahsoon began posting videos of herself dancing and lip-syncing while travelling on the London Underground.

Her videos have been ‘liked’ more than 16 million times, the hashtag #TubeGirl has attracted over 361 million views and #TubeGirlEffect has over 96 million views. 

Days Brewing is the UK’s number one 0.0% beer brand and the beers can be bought in Tesco, Waitrose, Ocado and at daysbrewing.com.

Its TikTok following had increased by 1225% on the platform as a result of its #tubebeer videos, leading to a 432% increase in web traffic and its “best-ever week of sales” in Tesco, Gammell said.

“In the past week alone we’ve reached more than 20 million views which is more than the US opening weekend of Barbenheimer (yup, both), 20 times the readership of the Times and two times the views of the Men’s Wimbledon Tennis Final on the BBC.

“We’re determined to make our 0.0% beer brand fun and relevant for a modern consumer and TikTok is proving to be really powerful channel for us to continue growing our brand awareness. We like to do things that big beer companies would never do and it’s definitely exciting to see how it translates to sales. Full credit to our social media team for being hyper reactive and creating something fun and viral. Unfortunately they can now make Duncan and I do pretty much whatever they want to”.

Days is now more liked on TikTok than Coca Cola, which is the most popular beverage brand in the world.