No compromises, just Zeer
Interviews
Stefano Nucera, better known as Calamaro, is many things: a content producer, growth marketeer, cycling aficionado, and passionate breakfast lover. But at the heart of it all, he’s a storyteller — and the story he’s telling today is Zeer. In a world flooded with non-alcoholic beers trying to be “just like the real thing,” Zeer flips the script. It’s not trying to be something else — it’s just Zeer.
We "digitally" sat down with Stefano to dive into the identity behind Zeer and its debut brew, ZIPA. From street art to bikepacking, and from inclusive branding to brewing innovation, Stefano shares how Zeer is a mindset, a community, and a bold invitation to enjoy life without compromise.
Riders of VIA Chapter II will enjoy Zeer at the start, finish and at the refuges during the race.
Zeer isn’t a “non-alcoholic beer,” it’s just Zeer. What’s the story behind this mindset, and why was it important to position the product that way?
We see this statement (and brand positioning) from 2 different angles: defining something with a denial will always have the characteristic of not living as itself, but always in negative comparison with something else. We wanted to build a positive brand, not the contrast with something else.
Nowadays a beer is a beer, and the alcohol free beers are just beers lower in one ingredient. Beer is not defined by its inner elements but only by its taste.
So, to cut it short, Zeer is a tasty beer naturally without alcohol, but, as the world always needs a definition to market its products, we like to call it Zeer, hoping that this name will become a synonym of high quality alcohol free beer. (I hope it doesn’t sound too megalomaniac 😜).
ZIPA is your first Zeer: a hoppy 0.3% IPA. What makes this beer special beyond the alcohol-free aspect? What flavor profile were you chasing?
The claim for ZIPA is Sunday at Granma’s: with ZIPA we wanted to have a hoppy, flavoury, fruity, boldly bitter, clear colored beer. A good round of adjective that basically call for a classic IPA that makes you feel comfortable every time you crack it open. And, well, we believe we made it.
You say Zeer has “no alcohol and no compromises.” What compromises do you think other NA beers make, and how does Zeer avoid them?
The main compromises of an alcohol free-beer are empty body, excessive sweetness, light hoppiness. We cut short all these negatives thanks to our brewing process. We don’t dealcoholize regular beer but we brew traditionally using some specific lazy yeast and this process, together with the low fermentation, helps us extract all the yeast hops that make Zeer one of a kind full full-bodied, flavoury, hoppy IPA.
Zeer has a Belgian soul, Swiss body, and international mind. How do those cultural identities shape the way you brew, brand, and build the community?
I’m honestly not a fan of defining things by their nationality, and with this claim we wanted to stress on it: it doesn’t matter where you are from, if you have an open mind, borders are just a superstructure to be crossed to enrich personal culture and experiences.
Zeer is “a bit dirtbag, a bit granola boy.” Who is the Zeer drinker in your mind? Are we talking more vanlifers, bikepackers, or late-night graphic designers
Everybody! But, of course, we have a crush on those who love nature and spend time outside at a slow pace. Because outside is where we belong, and where the main idea of Zeer comes from.
Your design inspirations. What visual rules did you want to break with Zeer, and what emotions should someone feel just from seeing the can?
My heritage is in street culture and street art, and graffiti is the quintessential expression of it. Painting grey concrete with bold expressions of colour is what makes people smile every time they pass by that wall. Graffiti-style street art is there (and on Zeer’s cans) to say: we are defining ourselves happy to catch your sight, and we are here to stay and make the world a better, more colourful place. And colours deeply define Zeer personality.
ZIPA's identity needs to “stand out” and “party hard.” What was your process for defining the tone and visual personality of the beer?
As for before, we want to make bold statements with no competitive spirit. We want to be seen, have fun, and make people’s lives better just with an alternative drink that does not compromise in taste. And yes, we believe we don’t need anything else than our spirit to have fun, and we love doing it together, despite their drink choice.
From naming to visual design to beer style: how much of your personality is embedded in Zeer? Is this the beer you always wished existed?
Zeer is absolutely part of me. A strong personality that doesn’t like compromises, with clear positive values and not scared of not belonging to the party, while happy to invite everybody to drink.
Yes, Zeer is what I always wanted to have accessible to my fridge, even if from time to time I enjoy a good craft beer. Like a Pale Ale from Verdant or an IPA from Fuerst Wiacek both breweries I respect for style, taste and philosophy.
If ZIPA were a person showing up to a party, how would they be dressed, what would they say, and who would they hang out with?
Zeer is bold and steazy, always with a hat and colourful details. And they usually hang out with everybody, but with no place for hate in general.
Huge thanks to Stefano Nucera and the Zeer crew for being part of VIA and backing Chapter II with such bold spirit. Your energy, creativity, and uncompromising vision are exactly what this journey is all about.
