Jubel & Klimate: Brewing a more sustainable future with carbon removal.

Commitment to Sustainability & Carbon Removal

Jubel takes a structured approach to climate action with a three-step strategy: Measure, Reduce, Remove. They believe you can’t manage what you don’t measure, so they work with their carbon accounting partner Zevero to measure their carbon emissions. They then look to reduce their absolute carbon footprint as well as the carbon intensity of each litre of beer sold. Aware that reductions alone can’t eliminate their entire footprint as of yet, especially while they are doubling the size of their business every year and doing so with an outsourced supply chain, Jubel has committed to offset 100% of its externally validated emissions every year. 

Jubel treats this as a self-imposed environmental tax, which means that as the business grows so will the size of their environmental tax, unless significant steps are taken to reduce their carbon footprint. By pricing these emissions internally and investing in high-quality carbon removals, the company is not just taking responsibility for impact—but driving systemic decarbonisation over time.

To remain transparent on their progress, they report their year-on-year carbon footprint, carbon reduction strategy, and carbon removal portfolio. Read more.

A Partnership Built on Practicality & Progress

After working with carbon accounting partner Zevero, Jubel sought a partner that could simplify the complexity of the carbon removal market while delivering impact with integrity. Having initially started their carbon offsetting journey with carbon avoidance, Jubel evolved their approach to offsets in 2022 and sought a vendor that focused exclusively on removals, recognising carbon removals as the highest-integrity approach for addressing unavoidable emissions. As a small team, finding the right partner to enhance the efficiency and clarity of their removal strategy was essential. Working with Klimate has allowed the team to stay focused on reduction projects while, at the same time, ensuring proper due diligence and proprietary knowledge goes into vetting the options for a portfolio.

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Key results:

Utilising eye-catching visuals in their consistently strong annual impact report, Jubel pushes transparency of their investment through detailed yet easy to understand communications. Citing Klimate’s offering of communication and education materials, the partnership has brought more than transactional purchasing but a supportive and engaging collaboration. Here’s a few of the key results they’ve shared:

• To date, Jubel has removed 2573 TONNES over the partnership.
• The portfolio balances climate impact with important co-benefits from around the world and storing carbon for 30 to 1000+ years. It includes reforestation, soil carbon, enhanced weathering, and biochar.

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Now, Jubel and Klimate have developed a three year carbon removal strategy, contracting 13,700tCO₂ across a range of projects. The commitment covers emissions from FY24-26, using actual emissions and projections for future years, and is a minimum volume commitment in the case that actual emissions are higher. This showcases Jubel’s strategic thinking to secure preferential pricing, support guaranteed demand for individual project developers, and overall commitment to supporting a diverse range of strategies to combat climate change.

An exciting future of the partnership

As Jubel continues to reduce its footprint across the supply chain and their operations, carbon removal will remain a critical part of the puzzle. The partnership with Klimate ensures they’re not only offsetting what can’t yet be reduced—but doing so in a way that reflects their values and long-term goals.

"We’re already at the point where we need to invest in high quality carbon removal projects to have any hope of meeting global net-zero targets—we see it as more of a necessity than a nice-to-have. "
Andy Farley, Head of Operations

Jubel’s partnership with Klimate reflects what modern climate leadership can look like: clear-eyed about the challenge, ambitious about reductions, and committed to credible, measurable removal.

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Jubel was the name of a song played at the height of après, the place where founder Jesse Wilson discovered the dangerously refreshing beer pêche - a pint of lager with a peach top. People who loved beer loved it, and people who didn’t love beer loved it - an idea was born. Pints of pêche flowing, sun shining, music pumping, full slopeside send in session. Jubel means “a feeling of extreme joy” - the idea had a name and Jesse quit his corporate 9-5 to jump into a career in beer.

Jubel brew dangerously refreshing lager cut with fruit. Their beers pack the refreshment of a fruit cider with the sessionability of a crisp lager, and are gluten-free and a sociable 4% ABV. They’ve also made it their mission to protect the off-piste, leaving no tracks or trace for those coming after them, and became a certified B Corp in 2022. Jubel only launched in 2018 but won Drinks Brand of the Year in the 2022 Grocer Gold Awards.