Jesse discovered two things at an après-ski bar called La Folie Douce. The first was beer pêche – a pint of lager with a peach top. The second was a song that closed out an afternoon of après. The song was called Jubel and it meant ‘a feeling of extreme joy’ – a suitable summary after a few pints of pêche at altitude.

This dangerously refreshing beer tradition swiftly became the beer style he wanted to drink that no one brewed, so he sunk what little savings he had into learning how to brew and slept on the floor of our warehouse in the process. He took a trial brew, a hay bale bar and some DIY branding to a festival, and after completely selling out he quit his job with a vision to pioneer a new style of beer.

We brew dangerously refreshing beer cut with fruit, and we brew things differently. Our range of peach, elderflower and grapefruit lagers are brewed with British hops and barley, real fruit extracts from a sustainable British farm, and no artificial preservatives or flavourings. We’re also gluten free, vegan and low calorie, so you can feel good about what you’re drinking, and feel good the next day.

We only launched in 2018 but all three of our beers have already scooped up a stack of awards, including the UK’s Best Fruit Beer in the World Beer Awards.

Brand performance

  • % increase of year on year sales

    162 %

Explore the range

  1. Peach

    4.0% ABV

  2. Elderflower

    4.0% ABV

  3. Grapefruit

    4.0% ABV

  • “I discovered two things during some après antics at La Folie Douce. The first was Jubel – an après anthem that meant ‘a feeling of extreme joy’. The second was demi-pêche – a pint of lager with a peach top.”

    Jesse Wilson, Co-Founder

  • We brew dangerously refreshing craft lager cut with fruit. JUBEL packs the refreshment of a fruit cider and sessionability of a crisp lager, and is vegan, gluten free and a sociable 4% ABV.

    We only launched in 2018 but all three of our brews have already scooped up a stack of awards.

  • We have a thirst for adventure that led us to an off-piste discovery. Conforming is boring so we’re steering off the well-worn path to pioneer a new one.

    We’ve gone beyond beer borders into uncharted territory to cut through the conventions of the craft.

  • A session for every season. Our beer was born in an après-ski bar and we exist to bring après to the everyday. Whether you’ve scaled the summit, smashed a Sunday run or are craving some Friday 4pm fuel, our fruit lager is here for the good times at the finish line.

    Summer or winter, you’ve earned it.