The story behind the brilliant beer brand Tiny Rebel

Proudly independent with equal passion for craft beer and community, the reason for Tiny Rebel’s rise has always run deep.

There aren’t many breweries happy to spend a chunk of their budget on community and charity events without a thought for return on investment.

But then Tiny Rebel is no ordinary brewery and best friends and brothers-in-law Brad Cummings (pictured left) and Gazz Williams (far left) are no ordinary businessmen.

When the two young engineers started homebrewing using a bucket, elements and a cooler box in Gazz’s grandad’s garage, it was just for fun – and to save a few pounds.

But real ale fan Gazz’s bold, fruity recipes soon turned the head of his lager-drinking buddy, as well as friends and family who demanded more.

“In 2012 we wanted to upscale, so [we] went to the bank with a business plan for a loan but got turned down. So we chucked in £500 each to buy a 50-litre home-style brewery,” says Brad.

Their aim – to work for themselves, make beer they’d want to drink and have fun doing it – has never changed in the 15 years since they started.

“We had no marketing experience or brand awareness, but we sacrificed our social lives, turned into geeks researching water and fermentation and finally invested in 1,700 bottles,” says Brad.

Gazz, now Master Brewer at the 85,000 sq ft brewery in the pair’s native Newport, was the brains behind hundreds of tester craft brews in those early years, when they broke new ground by adding fruit to the mix.

“Around 80% were undrinkable but we learned from our mistakes, experimented, visited breweries in London and Bristol and started selling around south Wales,” adds Brad.

The tipping point

Tiny Rebel won the Champion Beer of Britain award in 2015 for its Welsh red ale Cwtch.

Soon after came lift-off and a move to a new brewery with water-saving and solar-panel technology, capable of producing up to six million litres of beer a year and packaging around 15,000 cans an hour.

A far cry from the first time a wholesaler in London ordered a pallet, when, says Brad: “We suddenly realised we didn’t have a clue how to get it there!”

Crystal clear vision

The logistics have changed – the beers are now on bars around the UK and 20 other nations – but the commitment to improving the lives of people, communities and the planet has never wavered.

Brad says: “We started out with that vision and we’re proud our growth has helped us deliver on it. We want to continuously improve but the aim is never to
be the biggest. We just want to be the best.”

Charity and community groups have free use of the Tiny Rebel brewery’s industrial-style taproom, which is also a destination for the local regulars, yoga parties, weddings and beer lovers from as far afield as Scotland.

A Community Fund started in 2022 supported 20 of 300 applications for cash grants from UK youth and volunteer groups while local football, running and cycling clubs’ kit features the distinctive Tiny Rebel logo.

More than 350 people in need enjoyed a free Christmas dinner with all the trimmings delivered by Brad, Gazz and the brewery’s staff as part of a Community Christmas Dinner project.

Brad says: “We’ve been involving our local community since day one because inclusivity is at the heart of our community engagement.

“We earmark thousands of pounds for it and don’t track or evaluate it. We do it because we want to. It’s in our DNA and not part of any return on investment.”

B-Corp: the natural next step for Tiny Rebel

The business naturally ticked so many Corporate Social Responsibility boxes, so they applied for and won B-Corp status at the first attempt last year.

Companies must meet high standards of social and environmental impact to be accredited. Tiny Rebel scored 86.9%.

“We were thrilled because the benefits we offer our team, customers and community, while also being a genuine force for good environmentally, meant we were pretty much aligned already.”

The firm’s Bear Benefits offer physical and mental support through an Employee Assistance Programme, staff discounts and ongoing learning and development opportunities.

People power

Tom Morgan has been with Tiny Rebel for most of his adult life, working his way through the ranks to take on almost every job going.

He’s well placed to insist that the ‘putting people first’ mantra is much more than just an idle promise: “I owe everything to Tiny Rebel. It’s shaped my life and has helped me develop as a person.”

“Everyone here is so passionate about what we do and because of that a lot of passion goes into every can, cask or keg. It’s a lesson to any employer that you will always get out what you put in”

- Tom Morgan

Fiercely independent

Bar and Kitchen General Manager Ciarsti Wilson (right) says the ripple effect from the early days has been heavily influenced by Brad and Gazz’s commitment to making a difference.

“It’s built into everything we do so the regulars feel the Taproom and brewery belongs to them, which it does,” she says. “We have 24 taps with many of our new and classic beers.

“There’s a beer for everyone. Older chaps treat
it like a modern pub over a pint of Cwtch or Cosmic, a pale ale collab with Greene King. The younger customers go for Clwb Tropica, Rebel IPA or one of the bold new beers.”

Whoever is drinking one of Tiny Rebel’s stable
of 150 plus and counting special edition and
flagship ales, one thing is certain – this is a brand that will continue to grow while remaining
fiercely independent.

Brad adds: “In the next three years we aim to double in size and in five we’d love to be the most admired craft brewery in the UK. One thing will always remain the same – we will deliver great times and great beer.”