Keystone Brewing Group is to produce and distribute for fellow UK business People’s Captain.
The Black Sheep and Purity brands owner has added the Hove-based business to its roster of licence contracts. Keystone has similar deals with brands including Hofmeister and Big Drop.
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People’s Captain, set up in 2020 by former professional rugby player Greg Bateman, has in the past used contract brewers including Magic Rock.
Earlier this year, Keystone bought UK brewer Magic Rock, acquiring an “exclusive license” to produce its beers. The Magic Rock brewery in West Yorkshire had halted its brewing operations several weeks before the deal was finalised, citing problems with cash flow.
Keystone will produce People’s Captain’s beer at its Purity site in the West Midlands. It will also handle distribution to on- and off-trade customers in the UK. The south of England is People’s Captain’s “heartland” but the business has “national ambitions”, Bateman told Just Drinks.
“Keystone sees clear commercial and strategic benefits in bringing People’s Captain into its portfolio,” he said. “The brand blends strong growth potential with a purpose-driven ethos, appealing to consumers who increasingly prioritise values such as mental wellbeing and social impact.”
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By GlobalDataKeystone is looking to double its revenue over the next 12 months.
The business, formed last year after private-equity firm Breal acquired a series of UK brewers, took in £20m ($26.9m) in revenue in the 12 months ending May. By 2028, it is targeting £100m.
In a statement, Keystone CEO Steve Cox said: “People’s Captain is exactly the kind of brand we want in the portfolio – bold, values-driven, and with a genuine story at its heart. This partnership isn’t just about more beer in more places. It’s about championing a message that clearly resonates and giving it the platform and support it deserves.”
