Liverpool UFC star Paddy ‘The Baddy’ Pimblett has joined forces with British beer brand ROLEY’S to launch a new campaign aimed at bringing its Super Natural Lager to pubs and bars across his home city.
The partnership follows Paddy’s recent appointment as a shareholder and Global Strategic Partner of ROLEY’S, with the latest campaign marking the first major step in the brand’s expansion across Liverpool.
ROLEY’S has already secured listings at popular Liverpool venues including Hanover Street Social, Salt House Tapas and 24 Kitchen Street, with a further seven venues expected to stock the lager in the coming weeks.
The company is now targeting 50 independent venues across the city as it looks to establish Super Natural Lager as a familiar name on Liverpool’s drinking scene.
ROLEY’S describes itself as a new-generation British beer brand, with its debut product, Super Natural Lager, brewed using its own SmartBrew™ fermentation technology.
The 4.4% ABV premium lager is claimed by the company to contain up to 400 times more naturally occurring B vitamins and up to 35.8% fewer calories than other leading international lagers, while maintaining its full flavour and alcohol content.
For Paddy, the partnership offers an opportunity to combine his sporting profile with his Liverpool roots and his interest in fitness and lifestyle.
Paddy Pimblett, Shareholder and Global Strategic Partner of ROLEY’S, said:
“Liverpool is my home, so bringing ROLEY’S into the city and seeing how far we can take it is really exciting. I’ve had loads of opportunities to invest in different things, but ROLEY’S stood out to me because we love a good beer in Liverpool and across the UK.
“The most important thing for me is that it tastes good, and that I can enjoy a beer without having to compromise on my fitness and training, so it was a no-brainer for me to get involved.
“Now I’ve got my face attached to it, I want to get out there and show people how good it is. We want to get ROLEY’S into as many pubs and bars across Liverpool as possible, get people trying it and make it the beer everyone’s talking about.
“I know how big this can be, not just here in Liverpool but everywhere. Let’s take over Liverpool first – then next stop, the world!”
The Liverpool campaign is part of a wider growth strategy for ROLEY’S, which is looking to strengthen its position within the beer, sport and fitness markets.
Stewart Rowley, Founder and CEO of ROLEY’S, said:
“This campaign was a natural next step for us, following Paddy joining the team. Liverpool is an important market for us, and having Paddy involved, with his strong roots in the city, gives us a unique opportunity to connect with hospitality venues and the community here.
“Our ambition is for ROLEY’S to become the go-to beer not only in Liverpool, but across the rest of the UK. This campaign is a great opportunity to show what we can achieve together as we enter this next phase of growth.”
With Paddy now playing an active role in the business, ROLEY’S is also preparing for further international expansion, including a planned launch in the United States in early 2027.
For more information about the brand, visit www.drinksupernatural.com.
