Jubel Beer's mission to pioneer a new style looks set to accelerate

C&C’s minority stake in Jubel Beer will help reaffirm the start-up company’s mission to pioneer a new style of beer, according to co-founder Jesse Wilson.

Speaking to DRN Wilson said: “Jubel is leading the way in the infused beer category. It is positioned neatly between cider and beer because it offers the refreshment you get with fruit cider but with the drinkability of beer. Cider is refreshing but some people think it is too sweet while lager can sometimes be seen as a bit bland. We are in that unique middle ground of sessionable refreshment with a 4% abv product.”

Earlier this month the producer announced it had secured a minority stake investment from C&C, the drinks company behind Magners, Tennents and Orchard Pig. The investment will help drive distribution in the UK and Ireland through C&C’s routes to market, which includes Matthew Clark, Bibendum and Gleeson.

Wilson said: “We wanted funding for brand initiatives, dealing with increased demand and money to grow the team. A lot of craft brands are running to crowdfunding but when we looked at all the investment options this seemed like a natural fit and a good strategic partnership.

“We have grown really quickly and we needed support with our increased levels of distribution and being able to make enough beer to supply the demand.

“Off-trade growth has been really encouraging lately. Sainsbury’s became our biggest off-trade listing last November when it listed the brand in 600 stores and then this month they told us they would like to more than double this and so they have just added another 700 stores.

“Sainsbury’s and C&C’s support shows that they have both really seen the category opportunity for a brand like ours and they can see we are really pioneering a new space."

Wilson highlighted the fact there are "a lot of barriers to beer" but he said the company's vision is to get a beer in every hand.

He said: "Ours is a naturally infused style, which is vegan and gluten-free. We are removing those barriers to beer.”

Jubel has a new beer which it is currently trialling and which it will launch this summer.

Wilson said the new “laid-back lager” is potentially the producer's "best beer yet”. 

The current range includes Jubel Alpine, which is a peach-infused beer, and Jubel Urban, which is infused with elderflower.