A fruit beer revolution is taking the UK by storm, with demand for lighter, fruit-infused brews experiencing an unprecedented surge. Tesco has reported a staggering 250% increase in sales volume over the past year, positioning fruit-led beer as the fastest-growing trend in the UK beer market.
These beers, typically around 4% ABV, have long been a favorite across Europe, particularly in Belgium, Germany, Spain, France, and Italy, where they are commonly enjoyed after activities such as skiing and cycling. Now, British drinkers are embracing the refreshing, fruit-forward flavors, following in the footsteps of the craft beer and fruit cider movements.
The Biggest Beer Trend Since Craft
The rise of fruit beers is being compared to the craft beer boom that transformed UK drinking habits over the past 15 years. Tesco beer buyer Ben Cole describes this trend as the most significant shift in beer consumption since the craft movement began.
“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,” said Cole.
He further explained that the trend has roots in the craft beer movement, which introduced tropical fruit flavors to a broader audience. “For many people, craft beer changed the perception of what beer could taste like and opened their palates to a wider range of styles.”
Classic European fruit-infused beers such as Fruli, Bacchus Kriek, Radler, and Damm Lemon have been steadily growing in popularity in the UK for years. However, it is homegrown brands like Jubel that are driving the current surge in demand.
Leading the UK’s Fruit Beer Boom
Founded in 2018, Jubel became the first UK brewery to specialize exclusively in fruit-led lagers. Offering five varieties—peach, mango, blood orange, lemon, and grapefruit—the brand has experienced over 300% growth in sales at Tesco.
Jubel’s origins trace back to 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 moment they took their first sip, the song “Jubel” by Klingande was playing, inspiring the brand’s name.
“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,” Wilson said.
He added, “I thought that style of lager could be the perfect refreshing pint for pubs. That’s where our business grew, with word of mouth spreading rapidly. It now appears that our flagship peach lager is the fifth biggest craft beer in the on-trade, based on CGA-reported volumes.”
With Tesco championing fruit-led beers as the next major trend and consumer demand continuing to rise, this fruity and refreshing style appears poised to reshape the UK beer market in 2025 and beyond.
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