Tom Jordan & Jesse Wilson

Jubel

Inspired by an Alpine beer tradition and created in Cornwall, Jubel was crafted with the ambition to cut through the beer and cider market. The naturally infused lager has a light-bodied and well-balanced taste, which is unpasteurised to retain the freshness. Jubel is brewed with the added benefits of being gluten-free and vegan-friendly, as well as containing 63% less sugar than fruit ciders and only 125 calories per bottle to be an altogether lighter lager.

Objectives

  • Introduce the UK consumer and trade media to Jubel Beer
  • Educate media, trade and consumers on the story of the brand, including how it was created
  • Showcase the new branding and position as a craft beer vs pale lager
  • Profile co-founders Jesse Wilson and Tom Jordan in the UK trade media
  • Encourage sampling amongst trade, consumer media and influencers
  • Communicate the lifestyle messaging of Jubel as an ‘unconventional beer for unconventional people’
  • Drive distribution across London and the South East of England (initially)
  • Communicate gluten-free and vegan messaging and engage with relevant influencers in this field

Strategy & Tactics

  • Drafting press materials including consumer and trade press releases; support with biography and beer documents
  • Photography brief support
  • Launch media relations and feature submissions
  • Driving sampling amongst key publications
  • Shortlist and UNILAD media house sampling visit
  • Targeting key beer influencers to build relationships and raise awareness of Jubel
  • Promoting Awards

Results

  • Samples: 30 publications and influencers via post and circ. 70 employees at Shortlist and UNILAD
  • Total Print & Online Articles secured: 52
  • Broadcast: 3 channels including BBC Radio 2, The Beat London and ITV – James Martin’s Saturday Morning
  • Reach: Over 7m

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