A Cornwall-based duo is producing a new product which aims to bridge the gap between bland beers and super-sweet ciders.
Jubel (4% ABV) is inspired by a popular beer tradition in the Alps at an après ski bar, known locally as demi-pèche.
The brew created by business partners Tom Jordan and Jesse Wilson is a natural peach lager with 70% less sugar than the leading fruit ciders — refreshing, easy drinking and perfectly balanced for the summer season.
When the Exeter University economics graduates came across demi-pèche, they found nothing like it back home and realised there was a gap in the market. After spending a year researching the industry and developing a product, they quit their London jobs at Mars Chocolate and the FTSE to pursue their dream to start a business.
Cornishman Tom said: “We’re so excited to have the backing to fund our ambitious plans for the brand. It is a huge vote of confidence for us and we can’t wait to bring Jubël to thousands more people across the South West this summer.”
The drink is being positioned not as a craft beer, but rather as a challenger to mass market brands available in thousands of outlets. Having noticed consumers shifting away from standard lagers towards sweet fruit ciders over the last ten years, Tom and Jesse believed there was a huge opportunity to launch a product as a balance between these two market drivers.
Anne-Marie Hurst, a former Diageo director and Oxford Innovation business coach, said: “What is exciting about Jubël is that it is rare for a start-up business to get so many of the business elements spot on.
“Jubël beer not only has an incredibly good consumer response, but both Jesse and Tom themselves live the brand values and draw both consumers and trade customers to them. It is a genuine pleasure to work with them.”
Jubël is being distributed through St Austell Brewery and LWC and will be available in many bars and pubs across the South West. Also, the boys are teaming up with Sky Bar for their summer tour of pop-up bar events.
Tom and Jesse have raised external investment to increase the support for the brand, and they are employing four graduates as sales and marketing interns this summer, to not only drive business growth but also to bring jobs to Cornwall.