England international and Premiership champion Joe Marler has been announced as the new brand ambassador for Fuller’s Brewery, representing its iconic London Pride ale and the newly launched Fuller’s Pride Lager. The partnership, unveiled in London on 27 April 2026, strengthens the longstanding connection between Fuller’s and British rugby ahead of this year’s major sporting events.
New Lager Launch
Fuller’s Pride Lager is the brewery’s latest offering, brewed at the historic Griffin Brewery in Chiswick. This 4.5% ABV lager is made with 100% British ingredients, including sustainably farmed malted barley and local hop varieties, providing a refreshing, crisp taste with notes of lemon and orange. The launch aims to attract modern lager drinkers and support 10,000 UK community pubs.
Iconic London Pride Ale
Fuller’s flagship London Pride ale, known for its cask-conditioned quality and deep connection to London’s communities and rugby culture, remains a staple. Joe Marler’s role as brand ambassador marks a new chapter, bringing his vibrant personality to marketing campaigns to engage new audiences and strengthen brand loyalty.
Community And Rugby Focus
Rob Hobart, Asahi UK Marketing Director, highlights the strong rugby heritage tied to Fuller’s London Pride. Marler’s involvement not only celebrates rugby’s elite level but also underscores commitment to grassroots clubs, local pubs and sporting venues nationwide, further enhancing the brand’s sporting credibility.
Support For Hospitality
Fuller’s is backing the UK hospitality sector by providing pubs with point-of-sale materials, including glassware and posters, alongside an integrated marketing drive featuring out-of-home advertising, PR, social media, and in-pub sampling. This initiative seeks to boost footfall and sales at community pubs throughout the UK.
Moments Of Pride Campaign
Marler will lead Fuller’s London Pride ‘Moments of Pride’ campaign this summer, sharing personal stories and connecting with fans and pub-goers nationwide. The campaign celebrates both the heritage and evolving future of Fuller’s beers in British culture and rugby.
