People’s Captain, the craft beer brand founded by former rugby pro Greg Bateman, has announced a strategic partnership with Fourpure Brewery.

Greg Bateman People's Captain
Greg Bateman, founder of People’s Captain

The partnership will see Fourpure’s parent group, In Good Company Ltd (IGC), take on the production and assist in wider distribution of People’s Captain lager Stereotype and American pale ale Legend.

With a key focus on the on-trade market, the collaboration with the like-minded Fourpure Brewery will provide People’s Captain with new opportunities and production capabilities within the craft beer space.

With People’s Captain on its portfolio, the partnership enables Fourpure to strengthen its ESG (environmental, social, and corporate governance) agenda by empowering customers to contribute to the People’s Captain Foundation, which receives donations from all the brand’s product sales. The foundation sits at the heart of the brand, and raises money for mental health initiatives in the UK that encourage positive action.

“We’re really excited about what this partnership with IGC can do to further our mission,” said People’s Captain founder Greg Bateman. “We feel in really safe hands with Steve and team to really kick on and make more social moments count. We’re also very proud to be among the portfolio being assembled, which has an array of unique strengths.”

Steve Cox, chief executive of In Good Company, added: “Last year, we were able to work together brewing a collaborative IPA called Steadfast to mark the People’s Captain Awards 2022, which were hosted at the Fourpure taproom.

“It’s brilliant to see the partnership between our two brands take the next step, as we join forces more formally. We have a lot of shared values and I’m excited for what’s next.”