Siren Craft Brew are celebrating five years of their best-selling beer Lumina, born during the Covid pandemic and now exported to 20 countries.
It’s a beer that has quite a story. A launch that included a stargazing Zoom night with astrophysicist Dr Becky Smethurst, a third anniversary that saw £10,000 donated to charity, and enough cans sold since 2020 to fill an Olympic-sized swimming pool.
“The success of Lumina is that it hits the spot,” said Siren Craft Brew founder Darron Anley. “It takes all the work we’ve done on our brand, all the experimentation, to produce a product that people choose over all others. It’s hit the spot.”
The brewery has always aimed to be at the forefront of experimentation, producing high-percent barrel-aged imperial stouts through to the hugely recognisable Soundwave, an IPA that satisfies most markets.
With Lumina, Siren took a lead on bringing a sessionable, tropical, and, crucially, gluten–free product to market. As awareness around Coeliac disease has rocketed over the last decade, Siren has led the way in producing an incredibly inclusive product.
In 2023, the business backed its brand, its product, team, and customer base. £10,000 would be donated to charities, including the Make-A-Wish Foundation, if #LuminaHour trended on social media and the beer became available in 1,000 venues around the UK.
The targets were hit and a donation made. It goes some way to explain the calculated risks Siren Craft Brew took, and why it is challenging leading brands on supermarket shelves, and is a favourite of pub estates like Fuller’s.
“This is a great addition to our beer range and is already proving popular,” said Ed Fryer, marketing manager at Fuller’s. “A gluten-free beer that combines great branding and history with a fantastic beer is right in our customers’ sweet spot from a taste perspective.”
Now exported to 20 countries, including France, Hong Kong, and Australia, in 2025, Lumina continues to look upward, and will celebrate its fifth birthday in style with big online giveaways and a new merchandise range.
