From its homegrown craft-beer roots, Jubel is going mainstream through increased brand awareness and attention-grabbing publicity stunts. What does the brand’s rising popularity signal about unconventional marketing campaigns and maintaining a successful balance between popular and niche appeal?

The label on a can or bottle of beer can be a powerful marketing tool for craft breweries. While styles vary from abstract shapes to retro flair, many brands and enthusiasts have come to cherish animation-inspired designs. But why exactly are British drinkers drawn to this aesthetic?

Ingredient lists and brewing techniques are no longer the only factors affecting brand decisions in the beer industry. For ethically-minded drinkers, issues such as staff welfare and sustainability are becoming just as important. So, how are brands evolving to be more equitable and inclusive?

With younger consumers more open to experimenting with unusual drinks propositions than previous generations, brands in the wine, beer, and spirits categories are looking at each other for inspiration. But what forms of cross-pollination are more likely to succeed with these discerning drinkers?