Brand Tone

Adventurous & Upbeat, Playful & Witty, Accessible & Inclusive, Confident & Pioneering, Conscious & Responsible

Brand Values

• •Joy & Celebration
• •Adventure & Discovery
• •Sustainability & Responsibility
• •Quality & Refreshment
• •Inclusivity & Accessibility
• •Action-Oriented & Curious
• •High Performance & Freedom & Responsibility

Best Practices

• •Embrace the “Après” Spirit: Infuse copy with a sense of adventure, freedom, and the joy of shared experiences. Use active, energetic language.
• •Be “Dangerously Refreshing” in Your Wording: Use playful, witty, and confident language. Don't be afraid of a bit of cheekiness where appropriate, reflecting the brand's “unserious” side.
• •Highlight the Cut-Through Difference: Emphasize what makes JUBEL unique – the real fruit infusion, the balance between lager and cider-like refreshment, and its pioneering stance.
• •Keep it Accessible and Inclusive: Avoid overly technical beer jargon. Write in a way that welcomes everyone, from seasoned craft beer drinkers to newcomers. Always mention key benefits like gluten-free and vegan where relevant.
• •Weave in Sustainability Naturally: Talk about B Corp status, carbon negativity, and regenerative farming as part of the brand's DNA, not just an add-on. Frame it as a commitment to “protecting the off-piste” for future good times.

Social Perception

Refreshing Alternative, Innovative & Unique, High Quality & Flavourful, Appeals to a Broad Audience, Fun & Sociable, Ethical & Conscious Choice

Copy Examples

• •Headline: Ditch the Ordinary. Discover Dangerously Refreshing. Body: JUBEL is here to cut through your thirst with a wave of natural fruit flavour. Gluten-free, vegan, and sessionably light. This is beer, but not as you know it. Find your JUBEL. #AprèsAnytime
• •Headline: Your Adventure Starts Here. Your Beer Does Too. Body: Born on the slopes, brewed for your everyday escapes. JUBEL brings the joy of discovery to every can. What flavour will you unpack? Peach, Grapefruit, Elderflower, Blood Orange, or Lemon? #JUBELJourney #CutWithFruit
• •Headline: Seriously Good Beer for Unserious People. Body: We’re all about maximum refreshment and zero pretense. JUBEL is crafted for good times, good company, and making those moments last. Grab a can and let the good vibes flow. #DangerouslyRefreshing #JUBELVibes
• •Headline: Taste the Joy. Leave No Trace. Body: Every JUBEL is a sip of pure exhilaration that’s also kind to the planet. As a B Corp, we’re brewing a better future, one dangerously refreshing, sustainably-made beer at a time. #SustainableSipping #BCorpBrew
• •Headline: Not a Beer Person? Meet JUBEL. Body: We get it. Maybe beer wasn't your thing... until now. JUBEL offers the sessionability of a crisp lager with a burst of real fruit. Light, bright, and surprisingly delightful. Ready to be converted? #JUBELForEveryone #FruitLager