What Jubel does

Jubel Limited is a UK-based challenger beverage brand founded in 2015 and officially launched on 1 April 2018, headquartered in London. The company manufactures and distributes a single core SKU — a peach-flavoured lager branded as "beer pêche" (JUBEL Peach Lager) — brewed under contract at a third-party facility and packaged primarily in recyclable aluminium cans. Supplementary product surface includes periodic limited-edition drops such as the JUBEL X GALA collaboration and a brand-experience layer called Jubel FM.

JUBEL generates revenue through three primary channels: (1) direct-to-consumer e-commerce via a Shopify-powered storefront at jubelbeer.com; (2) off-trade wholesale to UK supermarkets including Sainsbury's (~250 stores since 2019), Tesco (~1,500 stores after tripling within six months of its 2023 launch), Waitrose, Ocado and M&S; and (3) on-trade distribution to pub groups and venues including Young's Pubs, Wagamama, Flight Club, Drumsheds, Met Pub Co, Urban Pubs & Bars, Majestic, No.90, Incipio and The Scotsman. A fourth emerging channel is large-scale event sponsorship, anchored by the Glasgow 2026 Commonwealth Games official beer partnership running 23 July – 2 August 2026.

The brand positions itself as a lower-sugar, lower-calorie, gluten-free alternative to mainstream lagers and fruit ciders (claiming 63% less sugar than fruit ciders and fewer calories than Corona). It holds B Corp certification (since 2022), partners with Wildfarmed for regenerative barley and with Klimate.co and Zevero on carbon accounting/offsetting, and has won Drinks Brand of the Year at the 2022 Grocer Gold Awards. The team stood at approximately 32 employees at the end of 2023 with continued hiring into 2024.

Name

Jubel

Legal name

Jubel Limited

Website

https://jubelbeer.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Jubel is a London-based challenger beer brand founded in 2015 that produces and distributes a peach-flavoured lager (beer pêche), sold via its own e-commerce site, major UK supermarkets, on-trade pub groups, and large event sponsorships including the Glasgow 2026 Commonwealth Games.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Direct-to-Consumer (DTC) E-commerce: Online sales via jubelbeer.com, offering cans for one-time purchase and likely subscription options. Customers can buy directly from the website with home delivery.
2. Off-Trade Retail: Sales through major UK supermarket chains including Sainsbury's (250 stores from 2019, expanded since), Tesco (500 stores from 2023, tripled within six months), Waitrose, Ocado, and M&S. Revenue generated from wholesale to retailers.
3. On-Trade Pub & Bar Distribution: Sales to pubs, bars, and restaurants including Young's Pubs, Wagamama, Flight Club, Drumsheds, Met Pub Co, Urban Pubs & Bars, Majestic Wine, No.90, Incipio, and The Scotsman. Beer served on tap and by the bottle/can.
4. Event & Sponsorship Revenue: Revenue derived from official sponsorship of large events such as the Glasgow 2026 Commonwealth Games, with JUBEL as the exclusive/permitted beer partner across venues.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Jubel brews, packages and distributes a signature peach-flavoured lager ("beer pêche") in recyclable aluminium cans, sold direct via its Shopify DTC site and through UK supermarkets and on-trade pub/bar accounts. The product is positioned as a lower-sugar, lower-calorie, gluten-free alternative to mainstream lagers and fruit ciders, with periodic limited-edition collaboration drops supplementing the core SKU.

Product overview

Jubel is a direct-to-consumer beer brand selling primarily one core product: a peach-flavoured lager in canned format. The product portfolio consists of the main JUBEL Peach Lager (canned), supplemented by periodic Limited Edition Drops (collaboration products and special releases), and the brand experience element of Jubel FM (music curation). All products are sold through the company's Shopify-powered e-commerce platform, with distribution through major UK supermarkets (Sainsbury's, Tesco, Waitrose, Ocado, M&S), pub chains (Young's, Flight Club, Drumsheds, Met Pub Co, Urban Pubs Bars), restaurants (Wagamama), and wholesale partners.

Differentiator

Problem solved

Functional benefit

Products and services

• JUBEL Peach Lager (Canned) A signature peach-flavoured lager ('beer pêche') in recyclable aluminium cans, positioned as a lower-sugar, lower-calorie, gluten-free alternative to mainstream lagers and fruit ciders (63% less sugar than fruit ciders, fewer calories than Corona, less sugar than Fever Tree Light). Sold to UK consumers direct via jubelbeer.com, via supermarkets (Sainsbury's, Tesco, Waitrose, Ocado, M&S) and in pubs, bars and restaurants.
• Limited Edition Drops Time-limited special edition beer products and brand collaborations released periodically through the website's Limited Drops page, used for scarcity marketing, brand storytelling and reaching the festival/event audience.

Quantifiable outcome

• 63% less sugar than fruit ciders
• +8 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Coca-Cola Company / Coca-Cola Europacific PartnersminorGTM or Marketing Partner · 15 April 2026Co-announced as Glasgow 2026 partnerships alongside JUBEL. Coca-Cola Company and Coca-Cola Europacific Partners (Coca-Cola Zero Sugar as official soft drink) are parallel commercial partners at the Glasgow 2026 Games, part of the broader commercial partnership ecosystem.
• Glasgow 2026 Commonwealth GamescoreGTM or Marketing Partner · 11 April 2026JUBEL named official beer partner for the Glasgow 2026 Commonwealth Games (July 23 – August 2, 2026). JUBEL will be poured alongside existing partner Tennent's at all venues across the Scottish Event Campus and other iconic locations. The partnership aligns with Glasgow 2026's sustainability goals given JUBEL's B Corp certification, 100% carbon offset, and recyclable aluminium can packaging.
• Tennent'sminorGTM or Marketing Partner · 11 April 2026Existing official partner of Glasgow 2026, with JUBEL brought in alongside Tennent's as the official beer partner. Tennent's is the incumbent Scottish beer brand.
• WildfarmedcoreStrategic or Co-development PartnerFirst beer brand to partner with Wildfarmed for supply of malted barley. Wildfarmed is a regenerative farming and food business co-founded by Andy Cato of Groove Armada. The partnership delivers measurable sustainability guarantees: 80% reduction in carbon emissions from growing barley, 100% pesticide-free grain, increased biodiversity, improved soil health, proven elimination of nitrate and phosphate pollution, and a 100% traceable supply chain from field to pint.
• Gomi Design StudiominorStrategic or Co-development PartnerBrighton-based sustainable design studio partnered with JUBEL in 2020 for an upcycling project with a pub group. Collected waste plastic from pubs and transformed it into limited edition recycled plastic tap handles, which were installed in partner pubs.
• ZeverocoreTechnology or IntegrationCarbon accounting partner that calculates and reports JUBEL's total carbon emissions based on the GHG Protocol Corporate Standard reporting framework, covering Scope 1, 2, and 3 emissions. Enables monthly carbon reporting and carbon intensity tracking.
• Klimate.cocoreTechnology or IntegrationCarbon offsetting partner through which JUBEL offsets 100% of externally validated emissions annually. JUBEL invests in a diverse portfolio of high-quality carbon removal projects across multiple removal methods (regenerative agriculture, forestation, agroforestry, biochar, enhanced rock weathering, etc.).
• Contract BrewerycoreStrategic or Co-development PartnerJUBEL uses a contract brewery to produce all its beer, which utilises spare capacity at an existing brewery and prevents the need to build an energy-intensive facility. All spent grain from brewing is sent to local farms for reuse as animal feed.
• 3PL Warehouse Provider (Unnamed)coreChannel Partner/ Reseller/ DistributorThird-party logistics provider selected through a tender process that included sustainability as a key assessment criteria. Holds ISO 14001:2015 certification, BREEAM UK 'Excellent' rating, and Grade A Energy Performance Certificate (score of 15 vs. industry average of 49).
• Sainsbury'scoreChannel Partner/ Reseller/ DistributorFirst major retail listing secured in 2019 when Sainsbury's wanted to put JUBEL in 250 supermarkets. The founder visited all 250 stores towing an advertising trailer to build the relationship.
• TescocoreChannel Partner/ Reseller/ DistributorTesco listing launched in 2023 with 500 stores, which almost tripled within six months to approximately 1,500 stores. A major milestone five years after first delivering JUBEL to pubs.
• WaitrosecoreChannel Partner/ Reseller/ DistributorWaitrose listing launched during COVID-19 in 2020. Family members hand-labeled 32,000 bottles to avoid being out of stock for the launch.
• Young's PubscoreChannel Partner/ Reseller/ DistributorYoung's Pubs listing secured in 2024, six years after the founder first emailed them in 2018. A landmark on-trade partnership with a major UK pub group.
• OcadominorChannel Partner/ Reseller/ DistributorOnline supermarket listing for JUBEL beer products.
• M&SminorChannel Partner/ Reseller/ DistributorM&S supermarket listing for JUBEL beer products.
• Snowboxx FestivalcoreGTM or Marketing PartnerSnowboxx festival in Avoriaz, France, is a core annual brand activation. JUBEL sponsored Snowboxx in 2025 and took 100 customers on a chartered flight with a DJ (viral video reached 37m views), with 3,000 cans consumed per day at the festival. The brand has a multi-year relationship with Snowboxx.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BrewDog: Largest UK craft brewery with a comparable brand-led, premium challenger positioning and similar off-trade retail and on-trade distribution strategy. Most directly comparable UK craft peer in terms of scale trajectory, brand-led GTM, and supermarket penetration.
• Kopparberg: Swedish fruit-flavoured alcoholic beverage (cider) competing for the same 'I don't like beer but I love this' younger legal-age drinker and lower-sugar occasions. Directly comparable because it is the principal mainstream alternative JUBEL positions against (63% less sugar than fruit ciders).
• Beavertown: London-based craft brewery with similar scale, brand-led marketing, and UK on/off-trade distribution. Comparable as a UK craft peer competing for similar trade listings, festival activations, and younger urban consumers.
• Camden Town Brewery: London-based craft brewery (now owned by AB InBev) with comparable off-trade listings and on-trade pub distribution in the UK. Relevant because it represents both a craft peer and a vehicle through which a global incumbent competes in JUBEL's category.
• Tiny Rebel Brewing: Welsh craft brewery with a fruit-forward product range (e.g., Cwtch fruit beers) directly comparable to JUBEL's peach lager flavour profile and UK supermarket listing strategy. Strongest direct analogue within UK craft for the fruit-beer format.
• Inch's: Lower-sugar, natural-flavour cider brand with a similar health-positioning and youthful target consumer. Closest direct analogue for the 'healthier alcoholic alternative' positioning that defines JUBEL's value proposition.

Broad incumbents

• Old Mout: NZ-origin fruit cider brand distributed by major UK brewers and stocked in the same supermarkets as JUBEL. Comparable as a broader incumbent competing for the same fruit-flavour, lower-sugar drinking occasion.
• Rekorderlig: Swedish fruit cider with wide UK supermarket and on-trade presence. Comparable as the established mainstream fruit cider incumbent that JUBEL's lower-sugar peach lager directly positions against.
• Strongbow: UK's leading mainstream cider brand, owned by Heineken. Comparable because it represents the high-volume incumbent fruit-cider baseline that JUBEL is taking incremental share from in UK off-trade.
• Corona: Global mainstream lager explicitly benchmarked in JUBEL's claims ('fewer calories than a Corona'). Comparable as the mainstream beer baseline JUBEL positions against for the lifestyle, festival, and lighter-drinking occasion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/jubelbeer
• LinkedInlinkedin.com/company/jubel-ltd.

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jubel