UK’s “fastest growing beer trend since craft” sees 250 percent surge

UK brewery Jubel has seen sales grow by more than 300 percent in Tesco. Image credit: Tesco

A fruit beer revolution is sweeping the UK, with demand for lighter, fruit-infused brews skyrocketing. Tesco has reported a staggering 250 percent increase in sales volume over the past year, making fruit-led beer the UK’s fastest-growing trend in the category.

These beers, typically around 4% ABV, have long been popular across Europe, particularly in Belgium, Germany, Spain, France and Italy, where they’re enjoyed after sports like skiing and cycling. Now, British drinkers are embracing the refreshing, fruit-forward flavours, following in the footsteps of the craft beer and fruit cider movements.

 “The biggest beer trend since craft”

The explosion of fruit beers is reminiscent of the craft beer boom that reshaped UK drinking habits over the past 15 years. According to Tesco beer buyer Ben Cole, this trend is now the biggest shift in beer drinking since craft took off.

Mr Cole said:

The soaring demand for fruit-led brews, particularly lager, has taken the UK drinks market by storm and is the biggest trend to hit the beer scene since the craft boom started more than 15 years ago.

“The trend actually has its roots in the craft beer movement because it introduced beers with tropical fruit profiles to more drinkers than ever before. For many people, the craft movement changed the perception of what a beer could taste like and opened many drinkers’ palates to a wider range of styles.”

Classic fruit-infused European beers such as Fruli, Bacchus Kriek, Radler and Damm Lemon have been slowly gaining popularity in the UK for years. But it’s homegrown brands like Jubel that are driving this surge.

Leading the UK’s fruit beer boom

Launched in 2018, Jubel was the first UK brewery to exclusively focus on fruit-led lager. It now offers five varieties — peach, mango, blood orange, lemon and grapefruit — and has seen sales grow by more than 300 percent in Tesco.

The inspiration for the brand came from a skiing trip in France, where founder Jesse Wilson and his friends discovered Bière Pêche, a light lager served with a shot of peach syrup. At the exact moment they were enjoying their first sip, the song “Jubel” by Klingande was playing – ultimately inspiring the brand’s name.

Mr Wilson said:

We were a mixed group of men and women, some of whom liked beer and some who didn’t, but we all loved the Bière Pêche being served – a pint of lager with a peach top – and it gave me the idea to start the brand.

“I thought that style of lager could be the perfectly refreshing pint in pubs and that’s where our business grew, with word of mouth spreading rapidly, to the point where it seems our flagship peach lager is now the fifth biggest craft beer in the on-trade based on CGA reported volumes.”

With Tesco backing fruit-led beers as the next major trend, and consumer demand continuing to surge, it seems that this fruity, refreshing style is set to reshape the UK beer market in 2025 and beyond