People’s Captain, founded by former professional rugby player Greg Bateman, has joined Keystone Brewing Group in a new production and distribution agreement.
This will enable the brand to scale nationally, while amplifying its mental health mission.
Launched in 2020, People’s Captain was born from Greg’s personal experience of recovery and reconnection, with a beer shared among friends becoming the catalyst for the brand’s founding message, ‘brewing positivity’.
Since then, it has built a strong on-trade following across the UK and is recognised for its commitment to better mental health conversations in pubs, communities, and the wider industry.
Production will now commence at Keystone’s Purity site in the West Midlands, enabling People’s Captain to meet increasing demand while maintaining quality and consistency. Keystone will also take on UK-wide distribution, supporting broader availability across both on- and off-trade channels.
“Partnering with Keystone is a major milestone for us,” said Greg. “We’re mission-first, but we’re serious about growth — and this deal gives us the foundation to do both properly.
Greg Bateman
“Having worked with Steve before, I know he understands what People’s Captain is really about, and the opportunity now is huge: to take this message, these beers, and this movement to more people, in more places, than ever before.”
Steve Cox, chief executive of Keystone Brewing Group, 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.”
The agreement follows a sustained period of expansion for Keystone Brewing Group, including recent partnerships with Hofmeister, North Brewing Co, Magic Rock, and Fourpure.
The group recently announced a £2m infrastructure investment across its sites, including a seven-fold increase in canning capacity and expanded fermentation at both its Masham and Warwickshire facilities, underpinning plans to double revenue within 12 months.
