Jubel Beer Records 94% Growth, Expands to 1,300 UK Pubs

Jesse Wilson’s fruit-flavored beer company Jubel has achieved remarkable success, recording 94% sales growth in 2024 and establishing its presence in over 1,300 pubs across the UK. The entrepreneur left his corporate job at Mars in 2018 to pursue his vision of creating a unique beer category inspired by a ski trip experience in the French Alps.

From Ski Trip Inspiration to National Brand

Wilson’s breakthrough moment came during a university ski trip in 2015 when he encountered a pint of lager topped with peach in the French Alps. The drink’s universal appeal among his diverse group of friends sparked the business idea. He registered Jubel Ltd while still revising for university exams, demonstrating his entrepreneurial commitment from the early stages.

The peach-flavored lager, Jubel’s flagship product, is now available on tap in major pub chains including Young’s and stocked in prominent retailers like Sainsbury’s, Tesco, Waitrose, and Marks & Spencer. The brand has expanded its range to include mango, elderflower, blood orange, lemon, and grapefruit varieties, particularly resonating with Gen Z consumers.

Pandemic Challenges Drive Innovation

Wilson faced significant challenges during COVID-19 when 70% of his on-trade business disappeared overnight. The crisis forced rapid adaptation, including developing an e-commerce platform in just 10 days and hand-labeling 32,000 bottles with family and friends when bottling equipment failed.

Despite these setbacks, Wilson remains ambitious about Jubel’s future. With only 1,300 of the UK’s 38,000 pubs currently serving Jubel on tap, he sees substantial room for growth. His ultimate goal is establishing Jubel as a well-recognized national and international brand in the expanding fruit beer category.