What Is JUBEL?
JUBEL is a beer company founded in 2015 by Jesse Wilson in the UK. The brand was created after being inspired by an off-piste discovery in the Alps.
Their mission? To create a dangerously refreshing beer while driving a movement towards a more sustainable future. The name JUBEL, meaning “a feeling of extreme joy,” embodies their commitment to bringing moments of happiness to everyone, protecting the off-piste, and leaving no tracks or trace for future generations.
The Challenge
Before working with Zevero, JUBEL faced challenges in understanding the details of their impact. They used online calculators and basic data collection tools to measure their carbon footprint, which gave a high-level overview, but it left gaps in their ability to identify impactful areas for decarbonisation. Despite their ambition to become a people and planet-positive business, their data lacked the granularity needed to prioritise carbon reduction projects with the most impact.
The Solution
Fast forward to 2022, when JUBEL chose Zevero as their sustainability partner, drawn by the co-founders’ expertise, passion and shared vision of driving a movement for a more sustainable future.
Zevero provided tailored support to help JUBEL achieve their sustainability goals. This partnership enabled JUBEL to:
- Measure and refine their carbon footprint through granular monthly data insights.
- Streamline data collection and reporting processes, reducing effort and improving accuracy.
- Validate sustainability claims with reliable data, boosting credibility in the market.
- Identify high-impact areas for improvement, such as packaging and delivery emissions.
- Access pre-vetted carbon offset partners to address remaining emissions.
The level of visibility we now have over our carbon data is the most valuable thing for us, as it enables us to identify key areas for carbon reduction projects that will help us lower our carbon footprint.
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The Results
Over the last two years, JUBEL has achieved remarkable outcomes since partnering with Zevero:
Improved reporting: As a certified B Corp, JUBEL is required to produce an annual impact report. Zevero’s support has significantly increased the quality of these reports, helping to validate their efforts and ensure robust data supports their sustainability efforts.
Enhanced brand reputation: JUBEL’s strengthened sustainability credentials supported by Zevero’s guidance, have enhanced their brand reputation. Being able to build out the sustainability section on the company’s website highlights their strategy and the work they’re doing.
Competitive edge: With a well-developed sustainability strategy, especially given the company’s size, JUBEL stands out in a crowded market. This has not only helped support new business opportunities but has also strengthened relationships with suppliers, customers and consumers.
Long-term accountability: With Zevero’s assistance, JUBEL has been able to set long-term carbon intensity reduction targets, ensuring measurable progress in their decarbonisation journey as the company grows.
The results in numbers:
- Packaging overhaul: switching from glass bottles to aluminium cans has reduced emissions by more than 340tCO2e to date
- Carbon intensity reductions: JUBEL achieved a 7% reduction per litre brewed and 15% per litre sold between FY23 and FY24.
- Scope 2 emissions: There has been a 23% drop in emissions from purchased electricity.
One of our requirements as a Certified B Corp is that we have to write and release an annual impact report. Our work with Zevero has helped massively with this, as we can use our carbon emissions data to support and validate the work we’ve been doing each year. As a result, the quality of our impact reports has increased significantly compared to the first edition that we released before we started working with Zevero.
Looking Ahead
JUBEL’s data revealed that malt production is one of their largest sources of emissions. In response, they have initiated a project to transition to regenerative barley, aiming to significantly reduce malt-related carbon emissions. Moving forward, JUBEL plans to continue enhancing data accuracy with Zevero, targeting the highest level of granularity achievable. They also intend to prioritise the development and implementation of more effective strategies to cut emissions.
Words of advice for other organisations
The Zevero platform is great, but the more effort you put into it the more value you get out of it, so I think it’s important for companies to embed it into their regular processes in order to maximise the benefit they get from the platform.
