A University graduate is celebrating a remarkable business milestone after seeing his 'apres-ski' inspired beer brand become a number one best-seller for a leading UK retailer.
The innovative fruit lager JUBEL, founded by Exeter Business School alumnus Jesse Wilson, is now the most in-demand beer in a major national supermarket, building off the back of four years of triple-digit growth.
The World Beer Award-winning brand is also stocked by many more major retailers and served on draught in nearly 1,000 pubs nationwide.
It's been a remarkable success story for JUBEL, whose origins can be traced back to a University ski trip to the French Alps, where Jesse discovered bière-pêche, a pint of lager with a peach top. Unable to find anything similar back in the UK, Jesse began to formulate the seeds of a business idea - one that would germinate in 2018.
"We started by selling our beer in just one shop, and I remember being stood there handing out samples to get people to try it," Jesse recalls. "Now to be the number one selling craft beer in a major national retailer is hugely exciting."
Although supermarket sales account for 25% of Jubel's business, the brand's presence in pubs and festivals is also seeing exceptional growth. "We're really building momentum in cities like London, Bristol, Manchester, and Edinburgh," Jesse added.
Jesse graduated with First Class Honours from his BA in Economics and Finance in 2014, and was awarded a commendation for finishing in the top 10%. After working for Mars, he founded JUBEL in 2018.
The company's early success was supported by the University of Exeter's Student Startups programme, which awarded Jubel a grant that enabled them to take on three student interns for a market research project. Within three months, JUBEL had expanded into 300 pubs and secured a major listing with Sainsbury's. Today, the brand is also stocked in Tesco, Waitrose, Ocado, Whole Foods and other leading outlets.
Nick Pearson, Student Startup Programme Officer for Cornwall, said: "Knowing the University of Exeter Student Startups Programme played a small part in the JUBEL journey early on, we are all hugely proud of the success Jesse and his team have achieved.
"Their open-book approach to supply chain, dedication to employee wellbeing and genuine commitment to minimising their environmental impact are sector-leading. The company's popularity and success demonstrate what is possible when a brand truly lives its values."
Since that initial startup grant, the University has offered further developmental support to JUBEL. This included a Covid-19 relief grant from the startups programme that enabled it to develop its online sales infrastructure, and entry into the Santander Universities Entrepreneurship Awards, where it reached the national finals.
Now in its seventh year, Jubel boasts 40 employees, with team members based across the UK, including in Cornwall, where two employees oversee their partnership and distribution with local pubs in the Devon and Cornwall region.
