ICONIC BEER MAKER, FULLER’S, EXPANDS THE PRIDE FAMILY BY LAUNCHING BRAND NEW PRIDE LAGER WITH RUGBY LEGEND AND TV PERSONALITY, JOE MARLER

England International, Premiership champion, TV Personality and Podcaster, Joe Marler, is teaming up with Fuller’s Brewery as Brand Ambassador for Fuller’s London Pride ale and new Fuller’s Pride Lager, to build on the brand’s heritage with British rugby for 2026.

Joe Marler will be the face of both beers, brewed at the iconic Chiswick based, Fuller’s Griffin Brewery which has produced award winning beer since 1845.

New for 2026, Fuller’s Pride Lager (4.5% abv) is made with 100% British ingredients, supporting British farmers and championing modern brewing.

Appealing to consumers who treasure home grown products, the launch will support 10,000 community pubs with a new, modern, refreshing lager.

Fuller’s investment through partnerships and campaigns like ‘Moments of Pride’; showcase the brand’s leadership in revitalising the cask ale category, delivering sustained growth YoY.

Fuller’s Brewery today unveils a partnership with one of the UK’s most recognisable rugby talents and TV personalities – Joe Marler – in celebration of the launch of new Fuller’s Pride Lager.

The latest addition to the Fuller’s beer and ale portfolio, Pride Lager (4.5% ABV) is brewed from 100% British ingredients, including malt sourced using sustainable barley farming techniques*. Designed for broad appeal to today’s lager drinkers, it’s refreshing and crisp in taste and offers low bitterness with a touch of lemon and orange aroma, thanks to its local hop varieties.

The existing flagship brand of Fuller’s Griffin Brewery, London Pride Ale, is traditionally sold cask-conditioned and bottled. It is synonymous with quality and community. The launch of Pride Lager marks the next evolution of the brand through a lighter and brighter beer that will appeal to the everyday pub goer, in the aim of driving much needed support and footfall to the hospitality industry. 

Fuller’s London Pride is unmistakably London’s beer and has a rich heritage rooted in community and rugby culture. As its first ever brand ambassador, Joe Marler will bring his charismatic personality to the forefront of its marketing to drive new drinkers to the category. Throughout the summer, Joe will drive London Pride’s ‘Moments of Pride’ campaign through his very own campaign, sharing personal anecdotes and entertaining stories for fans and pub goers. Find out more here: https://londonpride.co.uk/joements-of-pride.

In support of the hospitality industry, Fuller’s is offering to the UK’s 10,000 free-trade community pubs, a modern British lager that complements existing ranges and taps into growing consumer demand for British brewing at an affordable price point. Stockists will be supported with a full suite of point-of-sale materials, from glassware and coasters to posters and staff merchandise. New Pride Lager will also be supported by an integrated marketing campaign encompassing OOH, PR, social media and sampling within pubs, restaurants and bars across the UK.

Rob Hobart, Asahi UK Marketing Director, comments: “Fuller’s London Pride has long been a proud partner of PREM Rugby and Harlequins; rugby is an integral part of the brand’s identity and having Joe join the family, reinforces our passion for rugby whilst demonstrating commitment to supporting the game’s grassroots community clubs, pubs and sporting venues up to elite level. There was simply no better ambassador to mark the launch of Pride Lager than national rugby icon and community hero – Joe Marler.”

*Asahi UK has launched a new collaboration with malt supplier BoortMalt UK to support the adoption of regenerative agriculture practices on British barley farms. This will cover barley production equivalent to 100% of the pale malt used to brew Asahi’s local British beers, such as Fuller’s Pride Lager and Fuller’s London Pride.

Source: Fuller’s Brewery

  Asahi, Asahi UK, Fuller’s Brewery, Fuller’s Pride Lager, Fuller's, Joe Marler, Launch, London Pride, Marketing, partnership