JUBEL launches Lime as a Tesco exclusive

JUBEL launched a Lime variant, its sixth flavour, exclusively at Tesco. Lime began rolling out from 20 April in 4x330ml multipacks (RRP £6.75) and 330ml single cans (RRP £2.75).

What's launching

Lime joins JUBEL's existing line-up of peach, grapefruit, mango, lemon, and blood orange. The brand was founded in 2018, taking inspiration from beer pêche, the lager-with-peach-top après-ski drink popular in the Alps, and has built its proposition around a hybrid positioning between fruit cider and traditional lager.

Retailer exclusives are a defining feature of UK Beers, Wines, Spirits (BWS) strategy, used to drive footfall, defend listings, and reward category creators.

"Fruit lager continues to be one of the fastest growing and most on-trend areas in alcohol," said Jason Godley, Tesco BWS Director.

"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," said Jesse Wilson, founder and CEO of JUBEL. "Lime will expand our shopper base, and help us to continue to appeal to both those who love beer and those who don't."

Lime will expand our shopper base, and help us to continue to appeal to both those who love beer and those who don't.

JUBEL Lime is rolling out nationwide as a Tesco exclusive from 20 April, in 4x330ml multipacks (£6.75) and 330ml single cans (£2.75).