Fuller’s has announced a major new partnership with Joe Marler to celebrate the launch of its latest beer, Pride Lager. The collaboration marks the first time the historic British brewery has appointed an official brand ambassador, with the rugby icon fronting the campaign throughout summer 2026.
The new lager joins the growing portfolio from Fuller’s and aims to bring a fresh take to one of London’s most recognisable beer brands.
Joe Marler Fronts ‘Moments of Pride’ Campaign
As part of the launch, Marler will lead the brand’s new “Moments of Pride” campaign — a playful and personality-driven series focused on storytelling, rugby culture and pub life.
The campaign, titled “Joements of Pride”, will see the former England rugby star share entertaining personal stories and memorable moments with fans across social media, pubs and events throughout the summer.
More information about the campaign can be found on Fuller’s London Pride.
What Is Fuller’s Pride Lager?
The newly launched Pride Lager is a 4.5% ABV beer brewed using 100% British ingredients. According to Fuller’s, the lager has been designed to appeal to modern lager drinkers looking for a crisp and refreshing pint with low bitterness.
The beer also includes subtle lemon and orange aromas created through locally sourced hop varieties, while its malt is produced using sustainable barley farming techniques.
Unlike the brewery’s iconic London Pride ale — traditionally served cask-conditioned or bottled — Pride Lager offers a lighter and more contemporary option aimed at everyday pub goers.
Supporting British Pubs and Hospitality
The launch comes at a time when many hospitality businesses across the UK continue to face economic pressure and changing consumer habits.
Fuller’s says the new lager is intended to support pubs by offering an affordable British-brewed lager that complements existing taps while helping drive footfall into venues nationwide.
The company plans to distribute Pride Lager to over 10,000 free-trade pubs across the UK, supported by a large-scale marketing campaign that includes outFuller door advertising, PR activity, social media promotions and in-pub sampling.
Stockists will also receive branded materials including glassware, posters, coasters and staff merchandise.
Rugby Heritage Remains Central to the Brand
Rugby has long been linked to the Fuller’s and London Pride identity through partnerships with clubs and competitions across the sport.
Speaking about the collaboration, Rob Hobart said the partnership with Joe Marler was a natural fit due to the player’s strong connection with grassroots rugby culture and British pubs.
Hobart added that the brewery’s existing relationship with Premiership Rugby and Harlequins helped make Marler the ideal ambassador to introduce the new lager to consumers.
A New Era for London Pride
The launch of Pride Lager represents an evolution for the London Pride brand, bringing a modern lager offering to a name traditionally associated with classic British ale.
With Joe Marler at the centre of the campaign, Fuller’s is hoping to connect with a wider audience while reinforcing its long-standing ties to community pubs, British brewing and rugby culture.
For more information, visit Fuller’s Official Website.
