Jubel Beer

C&C Group takes minority stake in craft beer startup Jubel: C&C Group has taken a minority stake in craft beer startup Jubel. Jubel is aiming to use the investment to drive distribution in the UK on-trade through C&C’s routes to market, increase brand awareness and grow the team. Jubel co-founders Jesse Wilson and Tom Jordan have brewed a British version of the demi-peche tradition after discovering it during a ski trip to the Alps.

They currently brew two beers – Alpine, which is cut with peach, and Urban, which is cut with elderflower. A third beer, described as its "laid back beer for the summer season", will launch in June. Wilson told Propel: "The C&C investment gives us a real vote of confidence in what we are doing. We are looking to attract who don't drink craft beer because they find it too hoppy, too bitter and too challenging to drink. We admire BrewDog and Camden Town and what they have done in driving the craft beer movement, but their mission is very different to ours."

Since launching the brand exclusively in the on-trade with St Austell in Cornwall in April last year, Jubel has secured listings with Fuller's and more than 50 London pubs. Wilson said Jubel "delivers the refreshment of a fruit cider with the ‘sessionability’ of a crisp lager", and is bringing mainstream lager, fruit cider, white wine and gin and tonic drinkers into the craft beer category. He added: “Our partnership with C&C tops off a whirlwind of a year for us. We’re excited to partner with C&C for the next chapter, to bring our beer to more people across the UK and grow our team to help make that happen.”

Propel Hospitality 23/04/2019