In a deal with UK’s Keystone Brewing Group, the Hong Kong craft brewer will now brew and distribute all its range in the United Kingdom
In a move that underscores its ambitions to lead in the UK craft beer market, British firm Keystone Brewing Group has formalised a partnership with Hong Kong’s craft brewer, Gweilo Beer. From this October, Keystone will assume brewing and nationwide UK distribution of Gweilo’s full range including flagship names such as Neon Jungle IPA, Stereotropical Hazy IPA and Luminoid Alcoholic Lemonade, bringing the HK brand firmly into the British craft beer fold. Gweilo Beer was established by Ian and Emily Jebbitt, and Joseph Gould in July 2015. The three founders are from the United Kingdom and chose the name “Gweilo” because it is a common Cantonese slang term for Westerners.
This collaboration aligns closely with Keystone’s strategic direction of aligning premium international brands with UK brewing capacity. It follows a series of other plays made by the company, including recent agreements to support the UK launches of Hofmeister and Maison SASSY. In recent months Keystone has also pursued an aggressive acquisition strategy, absorbing craft names such as Magic Rock and Fourpure, and securing North Brewing Co, thus cementing its status as a major consolidator in the British independent brewing sector.
Steve Cox, CEO of Keystone Brewing Group, described Gweilo as “an exciting, international craft brand with a bold, playful spirit” whose integration into the Keystone network is intended to bring scale, reach and consistency. He emphasised the importance of brewing Gweilo products to high standards on UK soil, enabling broader access across both on-trade and off-trade channels. Cox also reiterated Keystone’s target of building a £100 million portfolio championing both global and British brands.
Ian Jebbitt, co-founder of Gweilo, said that Keystone’s established infrastructure and distribution expertise make them a compelling partner to expand Gweilo’s footprint in the UK. Starting 1 October, trade and new orders will be placed through Keystone, while existing orders continue under current arrangements.
For the UK craft sector, this deal is significant on multiple fronts. It further validates the trend of cross-border collaborations backed by local brewing networks. It also places pressure on local independent brewers already facing rising costs, stiff competition, and consolidation threats: the UK lost some 100 independent breweries last year, the sharpest annual decline on record. If executed successfully, Keystone’s handling of Gweilo could serve as a blueprint for other international craft names seeking UK scale without losing brand identity.
