University of Exeter grad’s apres-ski themed beer becomes national best-seller

An Exeter University graduate is celebrating a major business achievement as his après-ski-inspired beer brand becomes a top-selling product for a leading UK retailer.

Exeter Business School alumnus Jesse Wilson’s innovative fruit lager, JUBEL, now leads beer sales in a major UK supermarket after four years of triple-digit growth.

The World Beer Award-winning brand is available in major retailers and on draught at nearly 1,000 pubs nationwide.

JUBEL’s success began on a university ski trip to the French Alps, where Jesse Wilson discovered bière-pêche, a lager with a peach twist. Unable to find anything similar to it in the UK, he turned the idea into a business, launching JUBEL in 2018.

Founder Jesse said: “We started by selling our beer in just one shop, and I remember being stood there handing out samples to get people to try it.

“Now to be the number one selling craft beer in a major national retailer is hugely exciting.”

Jesse earned First Class Honours in Economics and Finance in 2014, ranking in the top 10 per cent.

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Nick Pearson, Student Startup Programme Officer for Cornwall, said: “Knowing the University of Exeter Student Startups Programme played a small part in the JUBEL journey early on, we are all hugely proud of the success Jesse and his team have achieved.

“Their open-book approach to supply chain, dedication to employee wellbeing and genuine commitment to minimising their environmental impact are sector-leading. The company’s popularity and success demonstrate what is possible when a brand truly lives its values.”

The University of Exeter helped kickstart JUBEL with a grant. In just three months, the brand entered 300 pubs and secured a Sainsbury’s listing. Today, it’s also stocked in Tesco, Waitrose, Ocado, and Whole Foods.

While supermarket sales make up 25 per cent of JUBEL’s business, its presence in pubs and festivals is growing rapidly.