| Location | London, England | ||||||||||
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| Opened | 2017 | ||||||||||
| Owned by | Jubel Ltd | ||||||||||
| Website | Official website | ||||||||||
| Active beers | |||||||||||
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Jubel (stylised JUBEL) is a British brewing company and fruit lager brand based in London, England. [1] [2] It produces a range of 4% ABV lagers flavoured with fruit, marketed as combining the refreshment of a fruit cider with the drinkability of a lager. [3] [4]
The brand was developed by Matt Cole and Tom Jordan in 2017 and launched nationally in 2018 after the founders were inspired by a peach-topped lager drunk on a ski trip in the French Alps. [5] [6] Jubel’s fruit lagers are stocked by major UK supermarkets and poured on draught in pubs nationwide, and have been cited as part of a wider growth in fruit-flavoured beer among younger drinkers. [7] [8] [9]
Wilson has said the idea for Jubel originated during a university ski trip in 2015, when he tried bière pêche, a lager topped with peach syrup, at the La Folie Douce bar in Val Thorens in the French Alps and saw potential for a drink positioned between beer and cider. [10] After graduating from the University of Exeter and working in a corporate role, he began developing recipes with a contract brewer in Cornwall, refining a peach-flavoured lager over several trial batches. [11] Early batches were tested at festivals, where the beer reportedly sold out, encouraging Wilson to quit his job to pursue the brand full-time. [12] Jubel was formally created by Wilson and fellow University of Exeter alumnus Tom Jordan in 2017, initially brewing its peach-flavoured "Alpine" lager as a contract brew in Cornwall. [12] [5] The brand’s name and visual identity drew on après-ski culture, taking its name from a dance track. [13]
In 2018 Jubel secured its first large supermarket listing with Sainsbury's, initially in around 600 stores, and expanded its pub distribution in the south-west of England. [5] [7] The company subsequently gained listings with Tesco, Waitrose and Ocado, and its beers were reported in 2025 to be on draught in nearly 1,000 pubs nationwide. [14] [7]
In 2019 C&C Group acquired a minority stake in Jubel to support its expansion, while the company remained an independent brand. [5] [15] Jubel raised a further £2.7 million in 2022 from investors including C&C. [16]
By 2025, Jubel’s beers were available in around 1,500 pubs, with the company expecting sales of around £26–27 million. [17] [11]
Jubel specialises in 4% ABV lagers flavoured with fruit, described as "lager cut with fruit" and positioned as a distinct fruit-lager style. [3]
The brand’s flagship beer is a peach-flavoured lager, originally marketed as Alpine Peach. [18] The core range has expanded to include grapefruit (Coast), blood orange and lemon variants, sold in cans and on draught. [19] All of their beers are gluten free, meeting Coeliac UK requirements, and are suitable for vegans. [20] [21] [22] Some early flavours, including an elderflower lager, have been released as limited editions or rotated out of the permanent range. [23]
In May 2025, The Grocer reported that Jubel would transition its barley supply to grain grown using regenerative agriculture practices through a partnership with Wildfarmed, with the move expected to deliver emissions reductions of more than 50% for the brand’s barley-related footprint. [24]