Vocation Brewery launches new Life & Death Session IPA, bringing its flagship brand to more on-trade occasions

Launch forms part of Vocation's biggest-ever investment into its award-winning Life & Death brand

Vocation Brewery, known for its bold and flavourful premium beers, is expanding its award-winning flagship Life & Death brand with the launch of a new Life & Death Session IPA (4.2% ABV) – giving pubs and bars a new way to tap into growing demand for premium, flavour-led session beers.

The new session-strength IPA has been brewed to deliver the same bold and hop-forward character that has made Life & Death Classic IPA (6.5% ABV) one of the UK’s leading independent craft beer brands*. At 4.2% ABV, Life & Death Session IPA delivers the brand’s signature vibrant citrus, tropical fruit and pine notes in a more sessionable format.

Chris Mitchell, Head of Marketing at Vocation Brewery, said:

“As the first permanent draught extension, Life & Death Session IPA marks the next evolution of our award-winning Life & Death brand at a time when drinkers are increasingly looking for premium beers that combine flavour with sessionability.

We wanted to create more opportunities for people to experience Life & Death in the on-trade, while staying true to everything that’s made the brand a success. We’ve created a bold, flavour-first Session IPA that gives pubs and bars a premium beer, backed by the reputation and demand of an established brand.”

The launch comes as drinkers continue to seek greater choice and discovery in the on-trade. Vocation Brewery’s latest beer census** found that almost 70% of drinkers discovered a new favourite beer or beer style in the past 12 months, while nearly a third say mainstream beer brands feel predictable and uninspiring. Meanwhile, 44% of 25–34-year-olds said they would visit pubs more often if they could try new and distinctive beers, highlighting the role recognised independent brands can play in bridging the gap between familiarity and discovery.

“We’re backing Life & Death with the biggest brand investment Vocation has ever made,” added Mitchell. “By building further awareness and strong visibility at the bar, we're focused on driving consumer demand that translates into value for both our on- and off-trade partners.”

Beginning in the North West this September, before expanding into additional regions, the multi-channel campaign will span video-on-demand, paid digital media, out-of-home and experiential activations.

At the bar, the launch will be supported with premium branded glassware, bar runners and a striking new tap handle designed to reinforce brand recognition and maximise visibility at the point of purchase.

Life & Death Session IPA is available in 30L and 50L kegs directly from Vocation Brewery and through selected regional and national wholesalers.

ENDS

References:

* Nielsen (NIQ) – Total Craft Beer, Value Sales (12w to July 2026)

·       Life & Death Classic IPA (6.5%) is the UK’s No. 1 Independent Craft beer brand

Nielsen (NIQ) – Total Craft Beer (52w to July 2026), Life & Death Classic IPA (6.5%):

·       Generates £4.3m retail sales value (RSV) annually

·       Is experiencing 23% YOY value growth

·       Has over 8,000 distribution points including Tesco, Sainsbury’s, Morrisons, Asda, Co-op, M&S and Ocado.

** Vocation Brewery Beer Census research conducted by 3Gem via an independent online general population survey of 2,000 UK adults, aged 18+ between 28 November and 2 December 2025.

Notes to Editors:

·       Click here for supporting images

·       Life & Death Classic IPA (6.5% ABV) is:

§  The UK’s most recognised independent beer brand (SIBA YouGov Poll 2026).

§  A back-to-back 3-star Great Taste award winner – 2024 & 2025.

§  List priced at £125.46 per 30L keg; actual trade pricing may vary according to route to market and individual terms. Please contact Vocation Brewery or your preferred wholesaler for current pricing.

§  UK and international sales enquiries can be directed to sales@vocationbrewery.com

For more information, please contact:

Fiona Taylerson

Fairways Communications

Tel: +44 (0)7775 926903

e-mail: fiona@fairwayscommunications.co.uk

www.fairwayscommunications.co.uk

About Vocation Brewery:

Offering bold and flavourful beers for the many, Vocation Brewery was founded in 2015 by John Hickling, who left his job to follow his calling and brew the big, flavourful beers that he loves. From its humble beginnings in an old chicken shed high up on a hill, 1,000 feet above sea level, Vocation Brewery has grown strongly and now brews over 10 million pints a year which are sold nationally in the UK and throughout the world.

Brewing a breadth of beers, including exemplary IPAs, pale ales, stouts and barrel-aged beers, Vocation Brewery crafts distinctive beers with interesting aromas and flavours that invite conversation.

The UK-based brewery has recently unveiled a brand refresh, underpinned by Vocation Brewery’s belief that great-tasting, quality beer should be for the many and for every occasion.

Alongside filling fridges across the globe, beer lovers can enjoy Vocation Brewery’s craft beers in numerous bars across the country, including its very own bar, Vocation & Co. With locations in Hebden Bridge, Halifax and Sheffield, Vocation & Co acts as an extension of its brewery, creating a warm social space for local communities to enjoy great-tasting beer.

Vocation Brewery’s range of beers are available to purchase directly through its website, and are stocked in grocery, high-street and online retailers, including Tesco, Sainsbury’s, Asda, Morrisons and Amazon.

For more information, please visit www.vocationbrewery.com and/or follow them on Instagram (@vocationbrewery).