Jesse Wilson Jubel Grocer Gold

Source: The Grocer

Jubel Beer founder & CEO Jesse Wilson collected the award

Winner: Jubel Beer

When Jubel first hit supermarkets in 2018 as part of Sainsbury’s Future Brands, it launched into a sector unexplored by most shoppers.  Fruit-infused craft beer is a small niche yet where some may have focused on the challenges, Jubel spotted an opportunity.

Four years later, Jubel has grown into a tremendously exciting prospect. Sales are surging, up 140% to almost £4m over the past year. It sold a stake to C&C in 2019 and closed a £2.7m fundraise in 2022.

The brand attributes its success to a ruthless focus on rate of sale, brand equity and penetration. Another factor in its favour is its broad appeal. Unlike the male-dominated craft beer world, Jubel’s sales are split approximately 50:50 between men and women.

Many challenger brands fall by the wayside as things get tough. But Jubel looks like it’s here to stay.


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Grocer Gold Awards 2022: the winners