ROLEY’S, the British beer brand behind Super Natural Lager and its SmartBrew™ technology, has announced that British UFC fighter Paddy ‘The Baddy’ Pimblett is joining as shareholder and global strategic partner, marking a significant new chapter for the brand.
Known for his distinctive personality and established following within UFC and combat sports, Paddy’s involvement with ROLEY’S will extend beyond a traditional partnership. He will also join as its latest shareholder and global strategic partner, working closely with the team as the brand enters its next phase of growth.
ROLEY’S is a new-generation British beer brand reinventing brewing for modern lifestyles, creating better-for-you beer that challenges traditional perceptions of what beer can be..Its debut product, Super Natural Lager, is a 4.4% ABV premium lager, brewed using the brand’s proprietary SmartBrew™ fermentation process, which adds up to 400x more naturally occurring B-Vitamins and reduces calories by up to 35.8% compared to other world leading lagers, all while retaining the full flavour and alcohol content. With a growing presence across sport, fitness and modern drinking culture, ROLEY’S is a beer brand for the moments that follow training, competition and achievement.
Together, Paddy and ROLEY’S are championing the idea that enjoying sport and fitness doesn’t mean compromising on the enjoyment of beer, bringing the two worlds together in a way that reflects how people live today.
Paddy Pimblett, Shareholder and Global Strategic Partner of ROLEY’S, said of the partnership: “What stood out to me about ROLEY’S was the way it challenges what’s already on the market. For years, there’s been this idea that if you’re into sport and fitness, you have to compromise on the things you enjoy, and I can see that ROLEY’S is creating a brand for people that want to enjoy fitness and beer, side-by-side. I’m a huge beer lover, it’s one of my go-tos after a fight, so coming on as a shareholder and global strategic partner just made sense to me, especially when I started to learn more about the technology they’ve invented that powers their products. I’m looking forward to seeing where we can take it from here and being part of the journey.”
Stewart Rowley, Founder and CEO of ROLEY’S, said: “Paddy brings an incredible combination of personality, audience, and credibility to ROLEY’S, but what really stood out to us was his desire to be genuinely involved in the brand. This is about building something truly unique together, and we’re even more excited about what we can achieve with Paddy on board”.
The announcement comes as ROLEY’S continues to grow its presence across the active lifestyle and wider beer industry, with recent recognition at the 2025 and 2026 World Beer Awards further reflecting the brand’s growing momentum. Looking ahead, ROLEY’S is set to enter new markets, with a USA launch planned for early 2027 as it continues to expand its presence internationally.
Further details of the campaign, alongside creative content, will be revealed soon.
ROLEY’S is a British beer brand built around a simple idea: modern lifestyles shouldn’t mean compromising on enjoying a proper lager. Its Super Natural Lager is a 4.4% ABV premium lager, brewed using ROLEY’S proprietary SmartBrew™ fermentation process, that has 35.8% fewer calories, 50-60% less carbs, and 400x more B Vitamins than other premium world lagers.
Sitting at the intersection of beer, sport, fitness and modern drinking culture, ROLEY’S is building a new category within the active lifestyle space – bringing premium lager into the culture of training, competition and new ways of socialising. With a growing presence across the fitness and sport community, the premium on trade, and coming soon to major off trade, ROLEY’S is challenging traditional perceptions of beer and creating a more modern way to enjoy a proper lager.
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