About Us
Finding Inspiration in Every Turn
We are passionate about the production of craft beverages, of all types and our philosophy is to study and understand the history of craft distillation and fermentation in order to reintroduce forgotten ideas and flavours, alongside gaining inspiration for new and modern derivatives of classics.
Our Story
The AxelJack brand and brewery is an idea that the founders Craig and Ian have had for a while and when the opportunity arose, acted upon to bring the concept to life. Their shared passion for natural, high quality, chemical free, sustainable craft produce and beverages, was the motivation behind the idea to produce a range of brewed beverages and related food products, using natural ingredients.
From humble beginnings, as a microbrewery we hope that you will enjoy being part of our journey as we grow and add to the brand product range.
Meet The Team
Craig Jackson
Founder, Director & Beer Chef
With Craig’s experience and culinary training as a chef, he brings a wealth of experience in ingredient selection, experimentation and recipe development. Further to creating many haute cuisine dishes, Craig has since aligned his art, creativity and talent to producing craft beverages, with a focus on local and sustainable produce.
Craig has more than 6 years of creating innovative and popular recipes resulting in award winning craft ales and lagers, Craig is proud to have received 3 gold medal awards for his recipes from the European Beer Challenge. This is a competition held in London and judged from a blind perspective by Buyers from Europe’s major supermarket groups.
Craig continues with his passion in his home life and is an avid, accomplished and passionate home brewer, experimenting with new ideas and flavour formations, which often include utilising foraged seasonal products. Many of Craig’s home brew creations and foraged ingredients will get included in our commercial craft beverages and can be found for sale to our customers. He is also a keen gardener and gets pleasure from growing chillis, fruits and vegetables, which, when not incorporating them into brews, he enjoys creating fabulous hot sauces, chutneys and pickles from.
Ian Axelsen
Founder & Director
After a successful corporate career working globally for large blue chip companies at an Executive level, Ian started a new venture in the hospitality sector. Given the challenges of the sector, Ian was able to put his management experience and knowledge to good use with a focus on acquisition and turnaround of under-performing businesses.
Ian has always had a passion for the arts and is naturally creative, this creativity resulted in a degree in fine art, which formed the basis for his career - which started in marketing and design. He is passionate about flavour combinations, craft brewing and winemaking, with a pallet to match. Ian will often be the driving force behind our flavour combination recommendations and is always chief taster for Craig’s innovations.
Some Of Our Clients
Our Goals & Values
In our R&D section, we are always seeking new blends, ingredients and recipes for customers to enjoy. Once included within our product range, the QC overseeing our production processes, ensures consistency, delivering the same flavour experience again and again.
Our company culture is non-hierarchical and based on equality, openness, consideration, respect and continual improvement.
Our mission statement is to delight our customers, employees and stakeholders by relentlessly developing the business and producing craft beverages, related products and services, that have minimal environmental impact, while delivering first class performance in product quality, business, customer service and sustainability terms.
Our charter is to bring the enjoyment of authentic craft drinks to more people via sustainable environmental sourcing and production practices. Conceived, created and sold with care, equality, fairness and responsibility for the enjoyment of many.
Our core values are equality, excellence, integrity, honesty, respect, responsibility, reliability, sustainability & trust.
The above listed values are principles that guide our business. You are important to us, not just as a customer, or consumer. Our aim is to provide you with excellent craft beverages, produce and related merchandise, at fair prices, with a responsive, friendly and helpful service