Jubel is an innovative, natural flavoured lager inspired by the après-ski tradition of demi-peche - a peach lager that was the drink of choice in the Alps for everyone from young 20-somethings to people their parents’ age.
One big, bold idea – ‘Live off piste’ – captures the central idea of breaking the mundane and taps into a more emotive and contemporary lifestyle experience. This is carried through to the ‘cut’ device of the new brand identity, symbolising the flavour cutting through the beer, and communicates the idea of ‘beer done differently’ to create the right opportunities for growth and to appeal to audiences looking to think, act and drink differently.