Jubel rolls out Lime lager with Young’s
Jubel has expanded its fruit lager range with the launch of Lime on tap in select Young’s pubs, building on momentum from its Tesco exclusive.
Jubel has expanded its fruit lager range with the launch of Lime on draught, pouring exclusively in select Young’s pubs from this week.
The launch marks the brand’s latest move to grow the fruit lager category in the on-trade, following Lime’s roll-out in Tesco stores nationwide from 20 April. The new variant is also available in 4x330ml multipacks (RRP: £6.75) and 330ml single cans (RRP: £2.75) as a Tesco exclusive.
Founded in 2018, Jubel was inspired by beer pêche, the après-ski serve combining lager with a peach top. Since launch, the brand has grown across both the on and off-trade, helping to establish fruit lager as a more prominent segment within beer.
Lime is the sixth beer in Jubel’s portfolio, joining Peach, Grapefruit, Mango, Lemon and Blood Orange. The launch follows the success of Mango last summer and also marks the brand’s second exclusive listing with Young’s.
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Young’s exclusive on draught
Jesse Wilson, founder and CEO of Jubel, said: “Following its launch in the off-trade, the consumer response to Lime has been exceptional so we’re pumped to be launching Lime on draught. Young’s operate some of the most premium destination pubs in the UK, and we couldn’t be more excited to be bringing Lime exclusively to their taps. Lime has a distinct taste profile from Peach so I’m confident it will appeal to a different consumer and bring more people into Fruit Lager, which is currently proving itself to be the most premium and incremental category within total beer.”
Jubel marked the launch with an event attended by members of the Young’s team. Guests boarded a Jubel-branded canal boat in Limehouse, complete with a DJ, before stopping at The Crown, The Cat & Mutton and The Narrowboat to sample fresh pints of Lime, finishing with an afterparty at The Narrowboat.
Retail momentum
The on-trade launch follows Lime’s exclusive retail launch with Tesco, where the supermarket has identified fruit-led brews as a major growth area. Tesco said fruit-led brews had become the “fastest-growing beer trend of the past 15 years”, while Jason Godley, Tesco BWS Director, recently said that “fruit lager continues to be one of the fastest growing and most on-trend areas in alcohol”.
Tesco also recognised Jubel’s role in the category’s growth among 21–35-year-olds, reporting demand for its beers was up 300% in the past year. The retailer awarded Jubel one of four Tesco BWS supplier awards in 2025, with the brand taking home the innovation award for pioneering the fruit lager category, which Tesco said was “being disproportionately driven by JUBEL”.
Wilson added: “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.”
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