Fruit-led Brews Gain Popularity in the UK

Fruit-led brews are rapidly becoming a major trend in the UK beer market, with Tesco reporting a 250% increase in sales. This growth reflects a rising consumer demand for refreshing, fruit-infused beverages.

The Rise of Fruit-Led Brews

These fruity beers, often with a 4% ABV, have been popular for years in European countries such as France, Germany, and Spain. Now, UK drinkers are embracing these refreshing options, with brands like Fruli and Bacchus Kriek gaining traction. Radler, a German shandy-style beer, and Damm Lemon from Spain are also growing in popularity.

Tesco’s Perspective on the Trend

Tesco beer buyer Ben Cole highlighted the soaring demand for fruit-led brews, especially lagers. He described it as the biggest shift in the beer market since the craft beer boom over 15 years ago.

“The craft movement introduced tropical fruit flavors, expanding drinkers’ palates and changing perceptions of beer,” Cole said.

Jubel’s Success in the Market

UK-based fruit lager brand Jubel has experienced impressive growth, with a 300% volume increase at Tesco. Jubel offers five varieties: peach, mango, blood orange, lemon, and grapefruit.

Founder Jesse Wilson credited the inspiration to Bierre Pêche, a peach-topped lager he discovered on a ski trip to France. Jubel’s flagship peach lager is now among the UK’s top five craft beers in on-trade sales.

“We’re thrilled that Tesco recognizes this as the biggest beer trend since the craft boom,” Wilson said. “We’re excited to be leading the way.”

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