JUBEL, the pioneering fruit lager brand, is expanding the category’s reach and relevance once again with the launch of its lager cut with lime, landing exclusively in Tesco. The dedicated fruit lager brand has carved out a distinct space within BWS, offering the refreshment of a fruit cider with the accessibility of a lager, and is set to drive further growth in the off-trade.
Founded in 2018, JUBEL was born in the Alps after being inspired by beer pêche, the popular après-ski drink of a pint of lager with a peach top. The brand has grown rapidly across both the on and off-trade, building strong demand for fruit lager, which has since developed into a wider industry trend and has seen a number of brands following JUBEL’s lead. Lime will become the 6th beer in JUBEL’s dangerously refreshing line-up, joining peach, grapefruit, mango, lemon and blood orange.
Tesco reported that fruit-led brews had become the “fastest-growing beer trend of the past 15 years” and Jason Godley, Tesco BWS Director, recently added that “fruit lager continues to be one of the fastest growing and most on-trend areas in alcohol”. Tesco recognised JUBEL for driving this trend amongst those aged 21-35, with demand for its beer up 300% in the past year. JUBEL were also awarded one of four coveted Tesco BWS supplier awards in 2025, taking home the innovation award for pioneering the fruit lager category, a trend that has grown significantly and one that Tesco attributed to “being disproportionately driven by JUBEL”. *
Jesse Wilson, founder and CEO of JUBEL, said: “We’re hugely excited to be bringing another dangerously refreshing product to market, and pumped to be partnering with Tesco on the launch of Lime. We have grown our RSV in Grocery Multiples by +84% in the last 12 months, and are confident that Lime will help us to continue to play a strong category role by driving premium and incremental growth.** Lime will expand our shopper base, and help us to continue to appeal to both those who love beer and those who don’t, playing a critical role for the category in stopping shoppers leaving beer and bringing new shoppers into beer.”
Lime began rolling out across retail nationwide from 20th April in both 4x330ml multipacks (RRP: £6.75) and 330ml single cans (RRP: £2.75), launching as an exclusive with Tesco, with strong distribution backing across Tesco Main Estate.
