DEYA Brewing Company
DEYA Brewing Company is an independent UK craft brewery founded in 2015 in Cheltenham, producing fresh hoppy beers including the flagship Steady Rolling Man pale ale. It sells via DTC e-commerce, two taprooms, UK trade distributors, and exports to 11 countries.
- Company typePrivate
- Founded2015
- HeadquartersGLOUCESTERSHIRE, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What DEYA Brewing Company does
DEYA Brewing Company is an independent UK craft brewery founded in 2015 and headquartered at Unit 27 Lansdown Industrial Estate in Cheltenham, Gloucestershire. The company specializes in fresh, juicy, hoppy beers and operates a portfolio that spans core canned offerings (flagship Steady Rolling Man 5.2% pale ale voted UK's No.1 beer by We Are Beer, Into The Haze IPA, Magazine Cover session pale ale, Tappy Pils lager, Boost pale ale, low-alcohol Eye For Symmetry 0.5% IPA), seasonal and limited releases (8% DIPAs, 11% imperial stouts, mixed-fermentation ales with fruit additions), branded merchandise (apparel, glassware, accessories), and a £50/month DEYA Fresh subscription with the DEYA Dollars loyalty program. Production technology centers on a traditional craft brewing process augmented by a proprietary CO2 recovery system that captures and reuses fermentation CO2 alongside CIP equipment that reduced CO2 usage by 30%, and is supported by 100% renewable electricity, zero-landfill operations via Great Western Recycling, and product-level carbon footprint auditing through a Zevero partnership.
The business model combines direct-to-consumer e-commerce (Shopify webshop with free UK mainland shipping over £60, volume discounts of 5% on 12+ cans and 10% on 24+ cans), on-premise taproom retail across two venues (The Tappy with 25 draft lines and The Swamp, supported by on-site food vendors Smiths of Bourton and Habibah and OpenTable reservations), and a multi-tiered trade channel. Trade customers order via the Sellar platform through regional sales contacts or through 14+ UK wholesalers (including Pig's Ears, Cave Direct, James Clay, EBZ DBB, Dayla, Diverse Beers, Beer Paradise, Beer Metropolis, Nectar, The Liquorman, RAD Beer, Biercraft, Inn Express, Cellar Drinks Co, and Gonzo), while export to 11 countries is handled by named regional distributors across Europe and Asia. Customer segments span individual craft beer enthusiasts, hospitality trade (pubs, bars, restaurants), independent bottle shops, and wholesalers, with the company maintaining direct sourcing relationships to specialty hop farms including Coleman Agriculture in Oregon's Willamette Valley. As of the 2025 anniversary milestone, the company remains founder-led and privately held with a 28-person team.
DEYA Brewing Company firmographics
Firmographics- Name
- DEYA Brewing Company
- Legal name
- DEYA Brewing Company
- Website
- https://deyabrewing.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DEYA Brewing Company is an independent UK craft brewery founded in 2015 in Cheltenham, producing fresh hoppy beers including the flagship Steady Rolling Man pale ale. It sells via DTC e-commerce, two taprooms, UK trade distributors, and exports to 11 countries.
- Ownership category
- akta.pro rank
DEYA Brewing Company industry classification
Industry- Product category
- Craft Beer
- NAICS
- Breweries (31212), Drinking Places (Alcoholic Beverages) (7224), Beer, Wine, and Liquor Retailers (44532)
- SIC
- Malt Beverages (2082), Beverages (2080), Retail-Eating & Drinking Places (5810), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Beer Brewing & Brands (CRADAIAA)
Keywords
Where DEYA Brewing Company is headquartered
LocationHeadquarters
- HQ city
- GLOUCESTERSHIRE
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
DEYA Brewing Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Beer Sales (Direct to Consumer): Online sales of canned and bottled craft beers shipped directly to UK customers. Products include pale ales, IPAs, DIPAs, lagers, and seasonal releases. Bulk discounts available (5% off 12+ cans, 10% off 24+ cans).
- On-site Taproom Sales: The Tappy (25 draft lines) and The Swamp taproom venues serve beer on-site. Food vendors Smiths of Bourton and Habibah operate on-site.
- Subscription Service: DEYA Fresh Monthly Subscription at £50/month delivers regular beer shipments. Also monthly subscription option for Steady Rolling Man.
- Trade/Wholesale: Bulk sales to bars, pubs, restaurants, and bottle shops through Sellar platform and UK distributors.
- Merchandise: Branded apparel (t-shirts, hoodies, caps, chore jackets), glassware (pint glasses, half pints, tankards), and accessories (tote bags, bar runners, tap handles).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual cans with volume discounts |
| Subscription | Monthly | DEYA Fresh Monthly Subscription |
| Unit Pricing | Pay-as-you-go | Merchandise pricing range |
| Subscription | Monthly | DEYA Dollars Loyalty Program |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
DEYA Brewing Company product offering
Product offeringCore offering
DEYA Brewing Company is an independent UK craft brewery that brews and sells a range of fresh, juicy, hoppy beers, anchored by the flagship Steady Rolling Man pale ale. It distributes through a Shopify webshop (D2C), two on-site taproom venues (The Tappy and The Swamp), a monthly beer subscription, trade/wholesale via the Sellar platform and UK distributors, and exports to 11 countries. The company also sells branded apparel, glassware and accessories, and operates a DEYA Dollars loyalty program.
Product overview
DEYA Brewing Company is an independent UK brewery based in Cheltenham, specializing in fresh, juicy, hoppy craft beers. The company operates a multi-channel business combining direct-to-consumer e-commerce through its Shopify-powered webshop with physical taproom venues (The Tappy with 25 draft lines and The Swamp, the original brewery site). The product portfolio centers on the flagship Steady Rolling Man pale ale (5.2%), voted the UK's No. 1 independent beer, alongside core offerings including Into The Haze IPA, Magazine Cover session pale ale, Tappy Pils lager, and low-alcohol options like Eye For Symmetry (0.5% ABV). Limited releases span high-ABV stouts (11% Off Piste Honeycomb), double IPAs (8% Limonada Suica), and mixed fermentation ales with fruit additions. Beyond beer, the company sells branded merchandise (apparel, glassware, accessories) and offers a monthly subscription box (DEYA Fresh) and a loyalty program (DEYA Dollars). On-site food service is provided by resident vendors Smiths of Bourton and Habibah. Trade ordering is facilitated through the Sellar platform, and venue table reservations are managed via OpenTable.
Differentiator
Problem solved
Functional benefit
Brands
- The Tappy: DEYA's main taproom venue featuring 25 draft lines and fresh beer releases, located at Unit 27 Lansdown Industrial Estate.
- The Swamp
- Steady Rolling Man
Products and services
- Steady Rolling Man Pale Ale 5.2% flagship pale ale, 'the pale ale of independents,' made with hand-selected Mosaic, Motueka, Amarillo and Idaho 7 hops; voted No.1 Beer in the UK by We Are Beer and sold in 500ml cans.
- Steady Rolling Man Motueka 5.2% pale ale variant of Steady Rolling Man featuring hand-selected Motueka hops from New Zealand, with intense tropical lime and kefir lime character over the base pale.
- Steady Rolling Nelson 5.2% pale ale variant featuring hand-selected Nelson Sauvin hops from New Zealand, presenting passionfruit and skittles aromas over the classic Steady Rolling Man base.
- Into The Haze IPA 6.2% hazy IPA in DEYA's core range, sold in 500ml cans and 12/24-pack bundles.
- Magazine Cover Session Pale Ale 4.2% session pale ale from the core range, sold in 500ml cans and in 12-pack and 24-pack bundles.
- Tappy Pils 4.4% pilsner lager in DEYA's core range, available in 500ml cans and 24-pack bundles.
- Eye For Symmetry Low-Alcohol Hazy IPA 0.5% ABV hazy low-alcohol IPA, part of the low-alcohol range, available in 500ml cans and 6/24-pack bundles.
- NZ Pils (Nelson) 4.4% lager featuring Nelson hops from New Zealand, part of the core range.
- Simcoe Pils 4.4% lager featuring Simcoe hops, sold as part of DEYA's core range.
- Nitro Hokum Porter 4.4% English porter served on nitro for a smooth, creamy texture, sold in 500ml cans.
- Boost Pale Ale 4.0% pale ale in the core range, available in 500ml cans and 6-pack bundles.
- Limonada Suica Double IPA 8.0% double IPA limited release featuring lemon and lime zest, sold in 500ml cans.
- Meet Me In The City IPA 6.5% IPA limited release sold in 500ml cans.
- Break Me Into Bigger Pieces IPA 6.5% lemon and lime zest IPA limited release sold in 500ml cans.
- Off Piste Honeycomb Imperial Stout 11% imperial stout with honeycomb, a high-ABV limited release sold in 375ml bottles.
- Steady Rolling Man 10th Anniversary Double IPA 10th-anniversary Double IPA spin on DEYA's flagship Steady Rolling Man, featuring Mosaic hops and enhanced tropical fruit hop aromatics.
- Brett Pils 4.8% mixed fermentation lager (Brett Pils) limited release sold in 375ml bottles.
- Belas Knap '25 Mixed Fermentation Ale 4.5% mixed fermentation ale with raspberries, 2025 limited release sold in 375ml bottles.
- Crickley Hill '25 Mixed Fermentation Ale 5.0% mixed fermentation ale with strawberry, 2025 limited release sold in 375ml bottles.
- DEYA Fresh Monthly Subscription Monthly subscription box delivering fresh DEYA beers direct to UK customers at £50 per month, with a 6-can minimum enrolment.
- The Tappy Taproom Venue DEYA's main taproom at Unit 27 Lansdown Industrial Estate, Cheltenham, pouring 25 draft lines of DEYA beers, all freshest releases in cans, plus soft drinks, natural cider and natural wine, with merch on site.
- The Swamp Taproom Venue DEYA's original brewery site taproom co-located with The Tappy, offering a rotating lineup of DEYA beers, fresh cocktails and natural wines.
- DEYA Merchandise — Apparel Branded apparel including t-shirts (Steady Rolling Man, Into The Haze, Magazine Cover, Tappy Pils, Something Good designs), long-sleeve t-shirts, hoodies, chore jackets, caps and bucket hats, using organic cotton and sustainable materials.
- DEYA Merchandise — Glassware Branded glassware including pint glasses, half pint glasses, stem glasses and goblets featuring DEYA branding and artwork.
- DEYA Merchandise — Accessories Branded accessories including tote bags, bar runner mats and tap handles featuring DEYA branding.
Quantifiable outcome
- Steady Rolling Man voted No.1 Beer in the UK by We Are Beer
- +3 more outcomes
Companies that use DEYA Brewing Company
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
DEYA Brewing Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
DEYA Brewing Company partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- ZeverocoreEnvironmental sustainability partner who conducted DEYA's first full company emissions report in 2020. Enables ongoing carbon footprint measurement through monthly emissions auditing platform. Provides insight into environmental impact and identifies hotspots for reduction.
- The Woodland TrustcoreUK's largest woodland conservation charity partnership through packaging supplier Premier Paper. DEYA pays additional fee per tonne of packaging that goes directly to The Woodland Trust for woodland restoration and creation, boosting UK biodiversity.
- Cheltenham ZerominorNetwork of like-minded businesses in the Cheltenham area working together aiming to be net zero carbon by 2030.
- Great Western RecyclingcoreZero to Landfill waste management partner ensuring no waste goes to landfill. What cannot be recycled is incinerated to generate energy.
- SellarcoreTrade platform enabling bars, pubs, and restaurants to order DEYA products directly. Provides full product availability, local and nationwide delivery, pay by bank or card, invoice history, and instant messaging.
- Coleman AgriculturecoreSeven-generation family hop farm in Oregon's Willamette Valley. Primary hop supplier for Steady Rolling Man, particularly Mosaic hops. DEYA visits annually for blind hop selection and maintains close relationship with Max and team.
- House of GoblinminorLocal Stroud artisanal pottery collaboration creating unique handcrafted ceramic tankards. Each piece is a unique artwork born from raw clay and glaze alchemy.
- Forest CarbonminorClimate change mitigation partner for peatland and forestry restoration projects.
- Pig's EarsminorUK-based beer distributor
- Cave DirectminorUK-based beer distributor
- James ClayminorUK-based beer distributor
- Diverse BeersminorUK-based beer distributor
- RAD BeerminorUK-based beer distributor (Hereford Road, Shrewsbury)
- Premier PaperminorPackaging supplier facilitating The Woodland Trust partnership for carbon offset via additional fee on each tonne of packaging purchased.
- Smiths of BourtonminorOn-site food vendor at The Tappy serving burgers Wednesday-Sunday.
- HabibahminorOn-site food vendor at The Tappy serving fresh and vibrant Arabic food Wednesday-Sunday.
- Elings CC (Netherlands)minorExport distributor for Netherlands market
- ACAN (Denmark)minorExport distributor for Denmark market
- Premiumbeers (Norway)minorExport distributor for Norway market
- Beerfellas (Switzerland)minorExport distributor for Switzerland market
- Bestbev (Italy)minorExport distributor for Italy market
- Inn Beers (Hong Kong)minorExport distributor for Hong Kong market
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
DEYA Brewing Company competitors and assessment
Company assessmentDirect peers
- BrewDog: Scotland-based independent craft brewery producing hop-forward IPAs, pale ales and lagers with extensive DTC webshop, taproom/brewpub estate and global distribution. Directly comparable as a UK craft peer competing for the same hop-loving consumer and on-trade tap handles.
- Thornbridge Brewery: Derbyshire-based independent brewery with a broad range of IPAs, stouts and barrel-aged beers, on-site taproom and national UK distribution. Comparable to DEYA in size, product breadth and independent craft positioning.
- Cloudwater Brew Co. Manchester-based craft brewery recognised for hop-forward IPAs, DIPAs and mixed-fermentation saisons, with strong direct-to-consumer sales and limited release drops. Comparable to DEYA in craft positioning, DTC-first commercial model and emphasis on fresh hop character.
- The Kernel Brewery: London-based independent brewery producing cask and bottled IPAs, pale ales, stouts and saisons with a direct cellar-door and online shop. Comparable to DEYA as a similarly sized, founder-led, quality-focused UK craft producer with export reach.
- Beavertown Brewery: London-based craft brewery best known for Neck Oil IPA and a portfolio of hop-forward core and seasonal beers, with strong on-trade presence and own-brand taproom. Highly comparable to DEYA in product positioning, target consumer and London/UK trade focus.
- Wiper and True: Bristol-based independent craft brewery producing IPAs, pale ales and specialty beers with a strong taproom, sustainability focus and DTC sales. Comparable to DEYA in craft positioning, regional taproom strategy and ESG credentials.
- Northern Monk: Leeds-based independent craft brewery combining a large brewery/taproom (Faith Street) with national trade distribution and DTC e-commerce. Comparable to DEYA in hop-forward portfolio, omnichannel strategy and venue-led brand building.
- Verdant Brewing Co. Cornwall-based craft brewery specialising in juicy IPAs and pale ales with a strong DTC and UK trade following. Directly comparable to DEYA in style, consumer demographic and channel mix.
Broad incumbents
- Magic Rock Brewing: Yorkshire-based craft brewery (now part of Lion, a subsidiary of Kirin) producing hop-forward IPAs and pale ales with national UK distribution. Comparable to DEYA in style and target consumer, but operates with the backing of a large global beverage group.
- Camden Town Brewery: London-based craft brewery acquired by AB InBev in 2015, producing hop-forward lagers and pale ales with national UK distribution and a flagship taproom. Comparable as a UK craft peer competing for the same consumers, but with materially greater capital and distribution reach than DEYA.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DEYA Brewing Company social profiles
Digital presenceDEYA Brewing Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
DEYA Brewing Company leadership team
Management profileNumber of profiles
DEYA Brewing Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DEYA Brewing Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DEYA Brewing Company
What does DEYA Brewing Company do?
DEYA Brewing Company is an independent UK craft brewery that brews and sells a range of fresh, juicy, hoppy beers, anchored by the flagship Steady Rolling Man pale ale. It distributes through a Shopify webshop (D2C), two on-site taproom venues (The Tappy and The Swamp), a monthly beer subscription, trade/wholesale via the Sellar platform and UK distributors, and exports to 11 countries. The company also sells branded apparel, glassware and accessories, and operates a DEYA Dollars loyalty program.
Is DEYA Brewing Company a public or private company?
DEYA Brewing Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DEYA Brewing Company founded?
DEYA Brewing Company was founded in 2015. It employs 11 to 50 people.
Where is DEYA Brewing Company based?
DEYA Brewing Company is headquartered in GLOUCESTERSHIRE, United Kingdom, in the Europe region.
How does DEYA Brewing Company make money?
Five revenue lines are on record. Beer Sales (Direct to Consumer) is the primary driver. The others are on-site Taproom Sales, subscription Service, trade/Wholesale and merchandise.
Who are DEYA Brewing Company's main competitors?
Direct peers on record are BrewDog, Thornbridge Brewery, Cloudwater Brew Co., The Kernel Brewery, Beavertown Brewery, Wiper and True, Northern Monk and Verdant Brewing Co.. Broad incumbents are Magic Rock Brewing and Camden Town Brewery.
Does DEYA Brewing Company have an API?
No public API is recorded for DEYA Brewing Company.
What industry is DEYA Brewing Company in?
DEYA Brewing Company's product category is Craft Beer. Its primary akta.pro industry code is CRADAIAA, Beer Brewing & Brands. Its NAICS code is 31212 and its SIC code is 2082.