People's Captain announces strategic partnership with Fourpure Brewery

People’s Captain, the craft beer brand founded by ex-rugby pro Greg Bateman, has today announced a strategic partnership with one of the UK’s leading craft brewers, Fourpure Brewery.

The partnership will see Fourpure’s parent group, In Good Company Limited, take on the production and assist in wider distribution of People’s Captain Lager STEREOTYPE and American Pale Ale LEGEND, marking an exciting milestone for both brands.

With a key focus on the on-trade market, the collaboration with the like-minded Fourpure Brewery will provide People's Captain with new opportunities and production capabilities within the craft beer space.

With People’s Captain on its portfolio, the partnership enables Fourpure to strengthen its ESG agenda by empowering customers to contribute to the People’s Captain Foundation, which receives donations from all People’s Captain product sales. The foundation sits at the heart of the brand, and raises money for mental health initiatives in the UK that encourage positive action.

By accessing In Good Company’s extensive distribution network and gaining a ‘home’ in the impressive Fourpure taproom on Bermondsey Beer Mile, People’s Captain will meet growing customer demand more efficiently, whilst maintaining high-quality craft beer.

Greg Bateman, founder of People’s Captain, commented: “We’re really excited about what this partnership with IGC can do to further our mission. We feel in really safe hands with Steve and team to really kick on and make more social moments count. We’re also very proud to be among the portfolio being assembled, which has an array of unique strengths.”

Steve Cox, CEO at In Good Company, added: “Last year, we were able to work together brewing a collaborative IPA called Steadfast to mark The People’s Captain Awards 2022, which were hosted at the Fourpure taproom. It’s brilliant to see the partnership between our two brands take the next step, as we join forces more formally. We have a lot of shared values and I’m excited for what’s next.”

With a focus on the on-trade market, People's Captain has already established a strong foothold and loyal community base, with Punch Pubs among its current customers. The existing relationship between People’s Captain and Fourpure Brewery was established back in 2022 when the brewers hosted an event at the Fourpure Taproom to celebrate The People’s Captain Awards 2023, which saw the creation of a successful collaborative beer, Steadfast, sessionable IPA, which was launched exclusively on draught at the takeover.

Building upon this foundation and likeminded approach, In Good Company will incorporate People’s Captain within its portfolio of beers and sales offering to the on-trade as well as via its e-commerce platforms. People’s Captain will also become one of In Good Company’s primary CSR Partners.