The fruity lager brand unveiled its first bespoke glass with an après-ski themed takeover 69 floors up. The move formed part of a wider push to create a ‘glass like no other’ for the on-trade, with bartenders front of mind.
JUBEL has unveiled its first bespoke pint glass, launching the design “at altitude” during an après-ski themed takeover of The Shard last Thursday (26 February).
Billed as “a glassware launch on another level”, the event saw the brand host guests at The View from The Shard, transforming the 69th floor into a nod to the Alps where JUBEL was first conceived.
A ‘glass like no other’
The pioneering fruit lager brand said it set out to create an off-piste glass that would stand out from what it described as a sea of similarity in the on-trade. At the same time, it aimed to design something that would be well loved by the bartender community.
Jesse Wilson, Founder and CEO at JUBEL said, “Being off-piste is a key brand value of ours, as we started the business by brewing a style of beer that was like no other, so we’ve always tried to take the same approach to building our brand. A ‘glass like no other’ was a key criteria for the project and I’m really proud of the glass we’re launching. Our unique cut through in the middle of the glass enables it to fit in the hand like a glove, so the bad news for those already finding it hard to put their pint of JUBEL down is that we’ve made it even harder to.”
Partner Content
The glass features a distinctive cut through the middle, designed to fit comfortably in the hand. According to the brand, its compact shape and cut through detail make it easy to stack without glasses becoming wedged together and simple to store under the bar, where space is often tight. It is described as robust and not easily broken, while remaining lightweight enough to allow for an easy pour.
Après-ski at altitude
JUBEL said it was fitting that the glass was launched in what it described as the tallest building in western Europe, calling it the closest the brand could get to altitude. The company was born in the Alps after being inspired by bière pêche, a popular après-ski drink.
On the night, guests stepped into a ski-themed setting complete with a live band, themed bars and a three-metre ice sculpture of the new glass set on a mountain. Attendees were able to pour chilled pints directly from a beer tap built into the sculpture itself.
The new pint glass began rolling out into the on-trade nationwide yesterday, 2 March 2026.
