Better-for-you lager brand Roley’s has signed an equity deal with UFC fighter Paddy ‘The Baddy’ Pimblett to market the health-focused brand
Joining as shareholder and “global strategic partner”, Pimblett will help grow awareness of the specialist brewer’s products, especially in the US where the brand will launch in early 2027.
Roley’s debut product, its Super Natural Lager, is made using the brand’s proprietary SmartBrew fermentation process to add up to 400 times more naturally occurring B vitamins. It also reduces the beer’s calorie content by up to 36% compared to other premium lagers, “all while retaining the full flavour and alcohol content”, according to the brand.
The process was created by founder Stewart Rowley using Sheffield Hallam University’s microbiology lab, with the Roley’s brand launched in summer 2025 following a successful fundraise in the spring.
“What stood out to me about Roley’s was the way it challenges what’s already on the market,” said Pimblett.
“For years, there’s been this idea that if you’re into sport and fitness, you have to compromise on the things you enjoy and I can see that Roley’s is creating a brand for people that want to enjoy fitness and beer, side by side.
“I’m a huge beer lover, it’s one of my go-tos post-fight, so coming on as a shareholder and global strategic partner just made sense to me, especially when I started to learn more about the technology they’ve invented that powers their products. I’m looking forward to seeing where we can take it from here and being part of the journey.”
Rowley said the fighter would bring an “incredible combination” of personality, audience and credibility to the brand, but added that his “genuine desire” to be involved in the company set Pimblett apart.
“This is about building something truly unique together, and we’re even more excited about what we can achieve with Paddy on board,” Rowley added.
The beer is currently available online in the UK and through trade distributors.
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