Fruit-led brews are taking the beer world by storm, rapidly becoming one of the most exciting and fastest-growing trends in the industry. Once a niche style, these refreshing, fruit-infused beers are now spreading across the globe, with the UK leading the charge.
In the UK, demand for these fruity brews has soared, with Tesco reporting a remarkable 250% growth in sales over the past year alone. These lighter, thirst-quenching beers typically have an alcohol by volume (ABV) of around 4%, making them the perfect choice for those seeking a refreshing, easy-drinking beer with a twist. The trend is so powerful that experts believe it will soon reach all corners of the globe, becoming a staple of the global beer scene.
A European Inspiration
Fruit-flavored beers have long been popular in Europe, especially in countries like France, Germany, Belgium, Spain, and Italy, where they are typically enjoyed as a post-sport refreshment, particularly after activities like skiing or cycling. These beers are associated with light, crisp flavors that are perfect for relaxing after outdoor activities.
Over the last 15 years, European-inspired fruit brews have steadily gained a foothold in the UK market. Popular varieties like Belgian strawberry brews Fruli and Bacchus Kriek, as well as German Radler and Spanish Damm Lemon, have contributed to the growing demand for fruit-flavored beers.
The Rise of Jubel: A UK Innovator
Seven years ago, a new UK brand, Jubel, launched with a focus on fruit-led lagers. The company quickly became one of the most popular beer brands among UK drinkers, particularly those in the 21-35 age group. Today, Jubel offers five different varieties of its 4% ABV lager, including peach, mango, blood orange, lemon, and grapefruit, and has seen an astonishing 300% growth in volume at Tesco.
Founder Jesse Wilson came up with the idea for Jubel during a skiing trip to France, where he discovered the refreshing Bière Pêche—a lager topped with peach syrup. Inspired by the light and fruity drink, Wilson envisioned creating a beer that would appeal to a wide range of drinkers, even those who weren’t traditionally beer lovers. Word quickly spread, and Jubel’s flagship peach lager is now one of the top five craft beers in the UK on-trade market.
Wilson said, “I thought that style of lager could be the perfect refreshing pint in pubs, and that’s where our business grew. We’re incredibly excited to be pioneering this trend, and it’s amazing to see retailers like Tesco recognize it as the biggest trend to hit beer since the craft beer movement.”
The Global Potential
The growing popularity of fruit-led brews in the UK is just the beginning. As the craft beer movement introduced more drinkers to tropical fruit profiles, the taste for innovative beer styles began to expand. Fruit-led beers now offer a unique, lighter alternative to traditional lagers and ales, attracting a broad range of consumers. This trend has already begun to extend beyond the UK, with countries worldwide beginning to embrace fruit-infused beers as the next big thing in brewing.
This development mirrors the rise of fruit-flavored ciders, which began 20 years ago with pear ciders like Magners. Just as ciders were reinvented as refreshing beverages to be enjoyed over ice, fruit-led beers are now making their mark as a perfect, easy-drinking choice for warm-weather enjoyment, sports enthusiasts, and casual drinkers alike.
The Future of Beer: A Fruity Revolution
Experts predict that fruit-led brews will continue to grow, with more brands, like Jubel, leading the charge. The trend is gaining global traction, and it won’t be long before these refreshing beers are available in bars, pubs, and retailers worldwide. As consumer preferences shift towards lighter, fruit-infused options, the demand for these beers is only set to increase.
With a bright future ahead, fruit-led brews are expected to become a global phenomenon, reshaping the beer landscape in the years to come. Whether you’re a craft beer enthusiast or a casual drinker, this refreshing trend is one to watch as it continues to rise in popularity across the globe.
