DEYA Brewing Company
DEYA Brewing Company is an independent UK craft brewery founded in 2015 in Cheltenham, producing fresh hoppy beers, lagers, and mixed fermentation ales. It serves craft beer enthusiasts, pubs, and bottle shops via DTC e-commerce, two taprooms, UK wholesale, and exports to 11 countries.
- Company typePrivate
- Founded2015
- HeadquartersCheltenham, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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, lagers, and mixed fermentation ales. It serves craft beer enthusiasts, pubs, and bottle shops via DTC e-commerce, two taprooms, UK wholesale, and exports to 11 countries.
- Ownership category
- akta.pro rank
DEYA Brewing Company industry classification
Industry- Product category
- Craft Beer Brewing
- NAICS
- Breweries (31212), Breweries (312120)
- SIC
- Malt Beverages (2082), Beverages (2080)
- akta.pro primary industry
- Beer Brewing & Craft Brewing (AFAFAAAA)
- akta.pro secondary industries
- Beer Brewing & Brands (CRADAIAA), Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)
Keywords
Where DEYA Brewing Company is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 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): Direct sales of canned, bottled, and kegged craft beers through the e-commerce webshop and two on-site taproom venues (The Tappy and The Swamp). Collection and home delivery options.
- Wholesale/Trade Distribution: B2B sales to pubs, bars, bottle shops, and restaurants through direct trade accounts and wholesale distributors across the UK and internationally to 11 countries.
- Loyalty Program (DEYA Dollars): Customers earn 5 DEYA Dollars per £1 spent, with 100 DEYA Dollars redeemable for £1 discount. Additional earning opportunities for referrals and social media engagement.
- Venue Events & Private Hire: Revenue from venue bookings, private hire events, quizzes, and special occasions at The Tappy and The Swamp taprooms.
- Merchandise Sales: Sale of branded apparel, glassware, accessories, and limited-edition collaboration items through the webshop.
- Subscription Box: Monthly subscription box delivering fresh beer to customers' doors, with at least 6 cans required for enrollment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Cans - 5% off 12+, 10% off 24+ |
| Unit Pricing | Pay-as-you-go | Beer Bundles with minimum 10% discount included |
| Transaction based/ take rate | Pay-as-you-go | Shipping - Free over £60, otherwise £6.99 |
| Subscription | Monthly | DEYA Dollars Loyalty - 5 points per £1, 100 points = £1 |
| Unit Pricing | Pay-as-you-go | Apparel - T-shirts from £23, Jackets up to £85 |
| Unit Pricing | Pay-as-you-go | Glassware - From £3 to £65 |
| Unit Pricing | Pay-as-you-go | Accessories - £12-29.99 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
DEYA Brewing Company product offering
Product offeringCore offering
DEYA Brewing Company is an independent craft brewery based in Cheltenham, UK, producing hoppy beers, lagers, traditional UK styles, and mixed fermentation ales. It sells canned, bottled, and kegged beer direct-to-consumer via an e-commerce webshop and on-site taprooms, alongside B2B wholesale distribution to pubs, bars, and bottle shops across the UK and 11 export countries.
Product overview
DEYA Brewing Company is an independent brewery based in Cheltenham, UK, specialising in fresh, juicy, hoppy beers. The company operates a Shopify-powered e-commerce webshop selling canned and bottled beers (Pale Ales, IPAs, DIPAs, Gluten Free, Low Alc), backed by a loyalty programme (DEYA Dollars) and a subscription service (DEYA Fresh). Their product portfolio extends beyond beer to include a broad merchandise line (apparel, glassware, accessories) and trade/wholesale distribution. The flagship beer is Steady Rolling Man, a 5.2% pale ale that has been voted the UK's No.1 beer. The company also operates taproom venues and a B2B trade ordering platform via Sellar.
Differentiator
Problem solved
Functional benefit
Brands
- Steady Rolling Man: Flagship pale ale, the first beer ever brewed by DEYA and their benchmark product. Available in 5.2% ABV, voted No.1 beer in the UK by We Are Beer.
- The Tappy
- The Swamp
- DEYA Dollars
- DEYA Sustainability Program
Products and services
- Steady Rolling Man DEYA's flagship 5.2% ABV pale ale, intensely hoppy yet drinkable with notes of pineapples, mango, and wheaty citrus. Voted No.1 beer in the UK by We Are Beer. Available in cans, bottles, and on draft.
- Steady Rolling Man Double IPA Double IPA version of the flagship Steady Rolling Man, launched in January 2025 to commemorate DEYA's 10-year brewing anniversary. Described as an intense tropical fruit hop aromatic DIPA.
- DEYA Core Beer Range (Cans & Bottles) Core range of canned and bottled craft beers spanning Pale Ales, IPAs, Double IPAs, Gluten Free, and Low Alcohol varieties, plus Fresh Releases and Core Range bundles available through the webshop.
- DEYA Fresh Subscription Box Monthly subscription service delivering DEYA's freshest beer releases directly to customers' doors, with a minimum of 6 cans required for enrollment.
- The Tappy Taproom DEYA's main on-site taproom venue in Cheltenham featuring 25 draft lines pouring DEYA beers and fresh releases, plus soft drinks, natural cider, and natural wine. Hosts venue bookings, private hire events, quizzes, and special occasions.
- The Swamp Taproom DEYA's original brewery site operating as an alternative taproom, offering a rotating lineup of DEYA beers, fresh cocktails, and natural wines. Cosy alternative to the larger Tappy space.
- DEYA Apparel Branded apparel range including Steady Rolling Man t-shirts (from £23), longsleeves (£30), chore jackets (£85), hoodies (£55), caps (£28-32.50), and bucket hats (£25). Made with organic cotton, recycled polyester, and sustainable inks.
- DEYA Glassware Branded glassware including half pint glasses (£3), pint glasses (£5-6), stem glasses (£8), the DEYA 10-year anniversary goblet, and the limited-edition DEYA x House of Goblin ceramic tankard (£65).
- DEYA Accessories Branded accessories including Steady Rolling Man tote bags (£25), bar runner mats (£12), and PVC tap handles (£29.99).
Quantifiable outcome
- 30% reduction in CO2 usage from CIP equipment installation
- +2 more outcomes
Companies that use DEYA Brewing Company
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 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
Feature3 records
DEYA Brewing Company partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- ZeverocoreSustainability partnership for carbon footprint measurement and reporting. Conducted first full company emissions report in 2020. Full cradle-to-grave business analysis calculating CO2e across procurement, production, storage, packaging, and transportation. Ongoing partnership through Zevero's online auditing platform for monthly emissions tracking.
- The Woodland TrustcoreUK's largest woodland conservation charity partnership via packaging supplier Premier Paper. DEYA pays additional fee on each tonne of packaging purchased, going directly to The Woodland Trust for woodland restoration and creation. Helps mitigate emissions and boost UK biodiversity.
- Great Western RecyclingcoreZero to Landfill waste management partnership. None of DEYA's waste goes to landfill - what cannot be recycled is incinerated to generate energy.
- Coleman Agriculture / Coleman FarmscoreSeven-generation family hop farm in Oregon's Willamette Valley. Primary supplier for Mosaic hops used in Steady Rolling Man. Annual blind hop selection visits. High levels of bright juicy aromatics in their hops.
- SellarcoreTrade ordering platform enabling trade customers to access full product range, view availability, and place orders directly. Full product availability, local and nationwide delivery, pay by bank or card, invoice history, instant messaging.
- Forest CarbonminorClimate change mitigation partnership for peatland restoration projects to offset emissions.
- EcoActminorCarbon Disclosure Project Accredited Provider that independently verifies DEYA's renewable electricity guarantees.
- Smiths of BourtoncoreOn-site food vendor at The Tappy venue, serving burgers. Operating Wednesday-Sunday.
- HabibahcoreOn-site food vendor at The Tappy venue, serving fresh and vibrant Arabic food. Operating Wednesday-Sunday.
- CheltenhamZerominorPartnership to create network with like-minded businesses in Cheltenham area, working together aiming for net zero carbon by 2030.
- House of GoblinminorCollaboration on limited edition Ceramic Tor Tankard, handcrafted by local Stroud potters.
- Pig's Ears, Cave Direct, James Clay, EBZ, Dayla, Diverse Beers, Beer Paradise, Beer Metropolis, Nectar, The Liquorman, RAD Beer, Biercraft, Inn Express, Cellar Drinks Co, GonzocoreUK-based wholesale distributors for DEYA beers. Enable trade customers to order through wholesalers rather than direct from brewery.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
DEYA Brewing Company competitors and assessment
Company assessmentDirect peers
- Northern Monk: Independent Yorkshire craft brewery focused on hoppy IPAs and pale ales, with on-site taproom (Refectory) and nationwide distribution. Highly comparable in product mix (hop-forward), taproom-led DTC model, and B-Corp-style sustainability commitments.
- BrewDog: Largest UK independent craft brewer, producing IPAs and hoppy pale ales with national distribution, multiple taproom bars, and international export. Directly comparable on product category (hop-forward craft beer), GTM (DTC + wholesale + own bars), and sustainability positioning (B Corp, carbon reporting).
- Beavertown Brewery: London-based craft brewery best known for Gamma Ray American pale ale and Neck Oil IPA. Closely comparable on hop-forward beer portfolio, UK on-premise and off-premise distribution, and small-team independent heritage (now majority-owned by Heineken but operates as standalone brand).
- Verdant Brewing Co. Cornwall-based craft brewery specializing in hazy, hop-forward IPAs and DIPAs. Directly comparable on core product (juicy, hoppy IPAs in the same style as DEYA's flagship), small-team independent model, and DTC + trade distribution.
- Magic Rock Brewing: Huddersfield-based craft brewery producing hop-forward IPAs, pale ales, and lagers with on-site taproom. Comparable on product category (hoppy craft beer), independent heritage, and UK trade + DTC distribution.
- Cloudwater Brew Co. Manchester-based craft brewery producing modern hop-forward ales, lagers, and mixed-fermentation beers. Comparable on craft beer portfolio, regional taproom presence, and independent UK craft positioning.
- Wylam Brewery: North East England craft brewery with on-site taproom at Newcastle's Palace of Arts, producing IPAs and pale ales. Comparable on independent craft profile, taproom venue model, and UK regional distribution.
- Five Points Brewing: East London craft brewery producing core range pale ales, IPAs, and lagers with on-site taproom and B Corp status. Comparable on product mix, sustainability credentials, and DTC + trade GTM.
Regional players
- Other Half Brewing: New York-based craft brewery renowned for hazy, hop-forward IPAs and DIPAs in a similar style to DEYA's core range. Comparable on hop-forward product philosophy and indie craft identity, but serves the US market rather than competing directly in the UK.
Broad incumbents
- Camden Town Brewery: London craft brewery (acquired by AB InBev in 2015) producing lagers, pale ales, and IPAs at much larger scale with national UK distribution. Comparable on product category and UK craft positioning, but operates as a scaled portfolio brand within a global incumbent.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 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 craft brewery based in Cheltenham, UK, producing hoppy beers, lagers, traditional UK styles, and mixed fermentation ales. It sells canned, bottled, and kegged beer direct-to-consumer via an e-commerce webshop and on-site taprooms, alongside B2B wholesale distribution to pubs, bars, and bottle shops across the UK and 11 export countries.
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 Cheltenham, United Kingdom, in the Europe region.
How does DEYA Brewing Company make money?
Six revenue lines are on record. Beer Sales (Direct to Consumer) is the primary driver. The others are wholesale/Trade Distribution, loyalty Program (DEYA Dollars), venue Events & Private Hire, merchandise Sales and subscription Box.
Who are DEYA Brewing Company's main competitors?
Direct peers on record are Northern Monk, BrewDog, Beavertown Brewery, Verdant Brewing Co., Magic Rock Brewing, Cloudwater Brew Co., Wylam Brewery and Five Points Brewing. Other Half Brewing is listed as a regional player. Camden Town Brewery is listed as a broad incumbent.
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 Brewing. Its primary akta.pro industry code is AFAFAAAA, Beer Brewing & Craft Brewing, with a secondary code of CRADAIAA, Beer Brewing & Brands. Its NAICS code is 31212 and its SIC code is 2082.