Grocer Gold Awards 2022: drinks brand of the year

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.

Shortlisted:

• Caleño Drinks
• Henry Westons Cider
• Pinter
• The Spirit of Manchester Distillery