Jubel beer

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]

• Fruit beer
• Beer in England
• C&C Group

• Official website