SUSTAINABILITY AT JUBEL

JUBEL was created after being inspired by an off-piste discovery in the Alps, and our ambition was to build a people and planet positive business; to protect the off-piste, leaving no tracks or trace for those coming after us.

JUBEL was created after being inspired by an off-piste discovery in the Alps, and our ambition was to build a people and planet positive business; to protect the off-piste, leaving no tracks or trace for those coming after us.

In 2022, we became a Certified B Corp - verified as having met the highest standards of social and environmental performance, transparency and accountability.

We use our B Corp certification as a form of accountability, ensuring that we continue to drive high performance across all aspects of our business whilst delivering best in class practices both internally and externally.

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IMPACT REPORT

BORN AT APRÈS, BRINGING “A FEELING OF EXTREME JOY” TO ALL BORN AT APRÈS, BRINGING “A FEELING OF EXTREME JOY” TO ALL BORN AT APRÈS, BRINGING “A FEELING OF EXTREME JOY” TO ALL BORN AT APRÈS, BRINGING “A FEELING OF EXTREME JOY” TO ALL

We’re proud to be the first beer brand to partner with Wildfarmed for the supply of our malted barley for all of our beers.

Wildfarmed is a regenerative farming and food business, co-founded by Andy Cato of Groove Armada. They manage a community of farmers to grow crops in a way that is better for you and better for the planet.

“Regenerative” is not a precisely defined term, so Wildfarmed have written an independently audited set of farming standards to hold themselves to account and become the gold standard for regenerative farming. All of their farmers follow the Wildfarmed Regenerative Standards, which ensure that our Wildfarmed malted barley comes with a number of measurable guarantees, including:

  • Increased biodiversity & improved soil health
  • 80% reduction in carbon emissions from growing barley
  • Proven to eliminate nitrate and phosphate pollution in our waterways
  • 100% pesticide-free grain
  • 100% traceable supply chain from field to a frothy one
100% PESTICIDE FREE INCREASED BIODIVERSITY 80% LESS CARBON THAN CONVENTIONAL BARLEY IMPROVED SOIL HEALTH 100% TRACEABLE CLEANER WATERWAYS 100% PESTICIDE FREE INCREASED BIODIVERSITY 80% LESS CARBON THAN CONVENTIONAL BARLEY IMPROVED SOIL HEALTH 100% TRACEABLE CLEANER WATERWAYS
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OUR VALUES

LIFE AT JUBEL

WHAT THE TEAM THINKS

PLANET

MEASURE

REDUCE

REMOVE

People

“I used to get seriously bad Sunday blues in my corporate job - I didn’t look forward to going to work on Monday and couldn’t wait for the weekend to roll back around. Our culture has been built on being the sort of company where this never happens, and where work feels more like a full-time hobby. I always wanted our team and culture to be so strong that people had to pinch themselves as to whether this was actually work. We believe culture is everything and think that our work hard / play hard culture is the best thing about JUBEL”

Jesse Wilson, Founder

OUR VALUES
OUR VALUES

2025 JAFTA WINNER:

Thirsty - Annabelle Sherwood

THIRSTY

All in, collaboratively competitive, intrinsically motivated - going above and beyond to deliver outstanding results.

2025 JAFTA WINNER:

Action Oriented - Sam Winter

ACTION ORIENTED

Achievement beats activity - you focus on executing our strategy rather than talking about it.

2025 JAFTA WINNER:

Sustainable - Fran Neal

SUSTAINABLE

You care about our planet, our people, and our performance, and you protect this by making sustainable decisions.

2025 JAFTA WINNER:

Off-Piste - Max Machin

OFF-PISTE

Stand out from the crowd, take smart risks - when others zig, you zag.

2025 JAFTA WINNER:

Curious - George Hawkes

CURIOUS

You have a strong appetite to learn, and embrace feedback to enable you to constantly improve
LIFE AT JUBEL
LIFE AT JUBEL

QUARTERLY TEAM SOCIALS

We get the whole team together every three months to socialise and celebrate as a team.

ANNUAL COMPANY SKI TRIP

As an employee, you get to come on our annual company ski trip. The brand induction of a lifetime.

FLEXIBLE HOLIDAY

We have a flexible holiday policy to make sure that we can work hard and play even harder.

PEACH BOTTLES 12 PACK general-product

PRIVATE HEALTHCARE

All of our employees get access to our private healthcare & dental cover plans.

SUSTAINABLE PENSION PLAN

Our employee pension plan ranked #1 in an independent study that looked at the overall ESG impact of the top employee pension schemes.

THE JAFTAs

You’ll get to compete for one of five awards at our Jubel Annual Flipping Talented Awards, which recognise the five employees who have best embodied each of our company values over the course of the last year.

MONTHLY WELLBEING BUDGET

All employees get £50 per month that can be spent on wellness tools of their choice - including gym memberships, massages, meal kits, holidays and more.

WHAT THE TEAM THINKS
WHAT THE TEAM THINKS
“They say the best jobs don’t feel like work, I put my all into the company as I love being a part of JUBEL. We’re all trusted with genuine responsibility that will grow the business, and I’ve learnt loads here. It’s class working with a team who share the same ambition, and everyone is all-in but still has fun while working hard.”

GEORGE HAWKES

Festivals & Events Lead

“It’s the perfect balance of work hard, play hard. There’s a real sense of purpose and drive from every member of the team, but they also love kicking back and having some beers to celebrate. I feel really lucky to work here - it doesn’t really feel like work and it’s a huge bonus to be surrounded by great people who feel the same.”

EMMA REYNOLDS

Head of Brand

“I honestly feel like I have the best job in the world. In every role you’re given real autonomy & ownership so career-wise it pushes you to learn and grow, and everyone is truly behind the business mission. I get to work in such a motivated team who are genuine mates - big ambitions means we work really hard, but we’re all in to celebrate the wins as we go!”

VIC GOMM

Head of Off Trade

"I’ve lost count of how many times I’ve heard: “You’ve got the best job”. And honestly, they’re right. Running my own region across three cities has been a huge highlight, and I’ve learned so much. What makes it even better is the team - driven, supportive, and fun. You actually look forward to work, knowing you’re part of something big."

JOSH O'HARA

South Central Trade Activation Manager

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ON THE BEER

THE GROCER GOLD AWARDS DRINKS BRAND OF THE YEAR 17TH OUT OF THE UK’S 100 MOST DISRUPTIVE STARTUPS 24TH OUT OF ESCAPE THE CITY’S TOP 100 COMPANIES TO WORK FOR THE TIMES BEST SMALL BUSINESS TO WORK FOR WOMEN THE GROCER GOLD AWARDS DRINKS BRAND OF THE YEAR 17TH OUT OF THE UK’S 100 MOST DISRUPTIVE STARTUPS 24TH OUT OF ESCAPE THE CITY’S TOP 100 COMPANIES TO WORK FOR THE TIMES BEST SMALL BUSINESS TO WORK FOR WOMEN

Planet

We take a three-step approach to tackling our carbon emissions - swipe through the sections below to read more about our carbon footprint, our carbon reduction strategy, and our carbon removal portfolio.

MEASURE
CARBON EMISSIONS

We work with Zevero to calculate and report our total carbon emissions based on the Greenhouse Gas (GHG) Protocol Corporate Standard reporting framework, which considers all necessary emissions across Scope 1, 2 and 3. There were no items of note excluded in the analysis of our emissions.

Methodology for calculating carbon emissions is based around industry averages and benchmarks which provide emissions factors for specific products and categories, and the numbers behind this are complex and constantly evolving.

Due to the rapid growth we’ve experienced over the last few years, our annual carbon footprint has more or less doubled each year. Despite this, the breakdown of our emissions has stayed fairly consistent over the years and Scope 3 emissions account for over 99% of our total emissions.

CARBON INTENSITY

Carbon Intensity is a measure of how many kilograms of CO2e are released for each litre of beer that we sell. This is a key environmental metric that we use to measure our progress against our sustainability targets whilst we are experiencing such astronomical growth, and we have set a target to reduce our carbon intensity by 6% per year.

Our total carbon footprint increased by 65% from FY23 to FY24, but with our overall business at 89% volume growth in FY24 this represents an overall improvement in our environmental efficiency, reflected in our carbon intensity which reduced from 1.13 to 0.98 over the same period. Thanks to our new monthly carbon reporting process, we also have visibility over our year-to-date performance in FY25 and are currently on track to reduce our carbon intensity even further in FY25.

CARBON EMISSIONS

(tCO2e)

CARBON INTENSITY

(kgCO2e per litre)

REDUCE

Whilst a lot of our supply chain is outsourced, which limits the scope of our influence significantly, there are a number of areas across our supply chain that we’ve identified as key targets for environmental improvement. The graphic below walks you through the journey of our beers from plant to pint, and it also dives into the details of any projects we’ve already completed or are still working on to cut our carbon footprint.

REDUCE

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PACKAGING

PACKAGING

Packaging is one of the largest areas of emissions across our supply chain, so we’ve taken a number of steps to reduce our impact - swipe to read more

FSC CERTIFIED CARDBOARD

All of the cardboard we use for packaging is sourced from FSC certified forests.

CAN CONVERSION

We use aluminium cans as our primary packaged format instead of glass bottles. Cans are lighter, more compact, and infinitely recyclable, meaning they have a significantly lower carbon footprint than bottles, and we’ve avoided more than 340tCO2e since making the switch away from glass in 2021

KEG CONVERSION

Our keg caps are made from 100% recycled plastic and are fully recyclable.

RAW MATERIALS

RAW MATERIALS

At the moment, we utilise our brewery’s existing supplier agreements for raw material sourcing. Whilst this gives us increased purchasing power, it means we have little influence over the raw material suppliers that we use.

With greater visibility over our raw materials emissions as a result of the carbon accounting work we do with Zevero, we’ve been able to identify brewing syrup and malt as two of the biggest emissions areas that we need to address. This year, we’re working on a number of projects to help us reduce the impact of our raw material sourcing:

SUPPLIER-SPECIFIC DATA

By working with suppliers who have set their own emissions reductions targets, we know that our emissions will also decrease as our suppliers implement more sustainable practices across their supply chain. This year we’re looking to improve our visibility of the suppliers we work with, and gain access to their specific emissions data for more accurate reporting.

REGEN MALT

We’re working on a project to partner with farmers who use regenerative agriculture to grow their barley, which helps to improve soil health and biodiversity on their farms, and significantly reduces emissions related to malt.

BREWING

BREWING

We use a contract brewery to produce all of our beer, which helps utilise spare capacity at an existing brewery and prevents us from having to build an energy-intensive and under-utilised facility of our own.

BREWING

All spent grain from the brewing process is sent to local farms, where it can be reused as animal feed.

KEGGING & CANNING

KEGGING & CANNING

There is a fixed amount of wastage on every packaging run for both kegs and cans, which happens as a result of beer losses that happen whilst cleaning the lines between each batch of production.

In order to maximise efficiency, we have started packaging in larger batches so that the fixed amount of wastage is lower as a proportion of the total amount of beer produced. The packaging runs that we operate now are significantly larger than when we first started the business, and this has seen a substantial reduction in losses from production.

ROAD TANKERS

ROAD TANKERS

Bulk beer is delivered to our contract canning facility in road tankers, and we are well aware that this is an environmental inefficiency in our current supply chain.

Capacity constraints mean that we are unable to change this in the short term, but we’re looking for ways that we can improve the efficiency of our canning production and hope to be able to make some significant progress on this in the near future.

WAREHOUSING

WAREHOUSING

All of our warehousing is outsourced, so we have limited influence over the sustainability objectives of our suppliers.

However, in our latest tender process for a 3PL (third party logistics) provider, we included sustainability as a key assessment criteria. The 3PL that we chose to partner with have achieved a number of sustainability accreditations:

ISO 14001:2015

This is a standard related to environmental management, which helps businesses reduce the environmental impact of their operations. Our 3PL have held this certification since 2011 which demonstrates their commitment to good environmental practices.

BREEAM UK

Our 3PL achieved a rating of “Excellent” in their BREEAM certification - which assesses the sustainability of building design across a number of key categories including energy efficiency and water usage.

ENERGY PERFORMANCE CERTIFICATE

Our warehouse achieved Grade A in its Energy Performance Asset Rating - achieving a score of 15, compared to an industry average of 49. For context, a rating of 0 would indicate net zero emissions.

DISTRIBUTION

DISTRIBUTION

We’ve completed a number of projects to reduce the road mileage on our beers, as this has a direct impact on our carbon emissions related to distribution.

CAN CONVERSION

As a result of our switch from bottles to cans in 2021, we were able to fit 50% more beer on every pallet thanks to the smaller footprint of a can. In addition to this, the total weight of each pallet was reduced due to the fact that glass bottles are so much heavier than cans - meaning it was a win-win for transport emissions.

PALLET CONFIGURATION

In 2022, we adjusted our pallet configuration which enabled us to fit 20% more cans on each pallet - further reducing the carbon footprint of our distribution.

DIRECT DELIVERY

As our business has grown, larger orders from our customers have enabled us to move towards direct deliveries from our brewery directly into the customer. This means we’re able to cut out a step of our supply chain, as it means we no longer need to deliver into customers via our 3PL warehouse. As a specific example of the impact this has had, direct deliveries have enabled us to reduce road mileage for one of our customers in Scotland by more than 65%.

OUR CUSTOMERS

GOMI DESIGN

In 2020, we partnered with Gomi, a Brighton-based sustainable design studio, to complete an upcycling project with one of our pub groups. We collected waste plastic from our pubs, and worked with Gomi to turn it into a limited edition range of recycled plastic tap handles. These tap handles went back into our pubs to be used to fill pints of lager, not landfill.

PLASTIC FREE PACKAGING

We’ve worked hard with our D2C Fulfilment Warehouse to replace plastic sellotape with kraft paper tape for all online orders, which means our boxes are now 100% recyclable.

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REMOVE
REMOVE

We view carbon offsets as an environmental tax - a self-imposed financial penalty to reduce the net impact of our business operations on the planet. We have made a commitment to offset 100% of our externally validated emissions every year - meaning that as our business grows so will our environmental tax, unless we take significant steps to reduce our carbon footprint as we continue to grow.

With the help of our carbon offsetting partner, Klimate.co, we have chosen to implement a carbon removal strategy which offsets 100% of our carbon footprint. We’ve invested in a diverse portfolio of high quality projects across several different removal methods to ensure we can have the greatest possible impact with the money we invest. 

You can read more about the carbon removal projects that we’ve supported below:

VARAHA SOIL

REGEN AG

India

CONTRACTED

VOLUME

7,935 tCO2e

This project addresses the problems associated with traditional farming practices by implementing regenerative agriculture in rice and wheat cropping systems in the Indian states of Punjab and Haryana.

COMMUNITREE

FORESTATION

Nicaragua

CONTRACTED

VOLUME

5,291 tCO2e

Communitree promotes social and economic development in Central America by encouraging smallholder farmers to reforest their farms with native trees.

VARAHA AGRO

AGROFORESTRY

Nepal

CONTRACTED

VOLUME

1,487 tCO2e

Nurturing sustainability in Nepal, Varaha's ARR initiative helps communities in planting the native fruit and nut trees by educating them in scientific ARR practices, helping them restore ecosystems and biodiversity.

RUUMI UK

SOIL CARBON

UK & Ireland

CONTRACTED

VOLUME

581 tCO2e

Ruumi's projects actively store carbon in soil by implementing regenerative agricultural practices. This leads to improved soil health, food security, and increased water-retention capacity in soil.

ECO2

FORESTATION

Guatemala

CONTRACTED

VOLUME

482 tCO2e

ECO2 Rubber Forests establishes responsibly managed rubber forests across Guatemala. Beyond storing carbon, the addition of trees benefits ecosystems through soil health and water retention.

KLIM

SOIL CARBON

Germany

CONTRACTED

VOLUME

341 tCO2e

Klim is creating a movement with farmers, businesses and consumers to scale regenerative agriculture as quickly as possible. This removes carbon dioxide emissions, improves soil health and increases biodiversity.

HALO VERDE

REFORESTATION

Timor-Leste

CONTRACTED

VOLUME

91 tCO2e

Halo Verde helps over 1,000 small-scale farmers in Timor-Leste to plant trees which sequester carbon and enhance soil carbon storage. This boosts biodiversity, mitigates climate change, and reduces soil degradation.

ANDES

MCM

United States

CONTRACTED

VOLUME

39 tCO2e

The Andes Microbial Carbon Mineralization project partners with farmers to apply microorganisms alongside crop seeds to accelerate the natural mineralization of atmospheric carbon dioxide in soil.

UNDO UK

ERW

United Kingdom

CONTRACTED

VOLUME

33 tCO2e

UNDO deliver Enhanced Rock Weathering (ERW) projects in the UK, USA and Australia, where they spread crushed basalt on arable land to remove atmospheric carbon dioxide and deliver additional co-benefits.

CHARM IND.

BIO-OIL

United States

CONTRACTED

VOLUME

11 tCO2e

Charm Industrial converts sustainably-sourced wasted biomass into bio-oil using fast pyrolysis. This is then injected into underground rock formations where it solidifies, permanently storing the carbon.

BIOCHAR LIFE

BIOCHAR

Kenya

CONTRACTED

VOLUME

5 tCO2e

Biochar Life works with smallholder farmers to produce biochar made from crop residues. Farmers can then utilise this on their own land, or sell to a collective, sequestering carbon and benefitting local communities.

BIOCHAR LIFE

BIOCHAR

Thailand

CONTRACTED

VOLUME

3 tCO2e

This project trains participating farmers to turn their crop residues, waste that would otherwise be burned, into biochar that they can use on their own fields or sell to others for profit.

VARAHA BIO

BIOCHAR

India

CONTRACTED

VOLUME

2 tCO2e

Varaha's biochar project is an innovative initiative aimed at combating invasive plant species by converting them into biochar to offer a sustainable solution for carbon capture and soil enrichment.