Founded by three SAS veterans, Selection was born from a shared passion for brewing and adventure and using our joint ethos of unrelenting standards and uncompromising quality. After years of service, we channelled our skills into crafting exceptional beers. Now, based in London with hops sourced from Herefordshire (the spiritual home of the SAS), we’re dedicated to brewing with precision, quality, and a story worth sharing.

This is our story. And now we’d like you to join us as a part of it

JOIN THE SQUAD

Our Branding

Thoughtfully branded to pay homage to British tradition and institution as experienced by its founders, Selection’s look mirrors its ethos; quiet excellence and unrelenting quality.

Coated in the strength of a Passport Burgundy and finished in an uncompromising Yellow Gold, our colours are chosen to symbolically and visually give you ‘a permission to enter excellence’, with the passport representing ‘permission’ and the gold a nod to ‘excellence’.

The wings of course represent our link to service in the skies and parachute training and although the compass may look to be an obvious example of military orienteering, this is actually included as a visual to one of our most important founding principles; finding your tribe.

This is hugely important to us and you can read more about this below. 

Find your tribe

Selection is about bringing people together.

Our beers are celebratory drinks. It is a drink for friends. It is the mark of a job-well-done. It is an invitation to find your tribe, feel your place and be a part of something bigger than you. It is excellence measured in pints. It is the pursuit of being the best you can be and it is a reflection of you; the ultimate version of you.

We want Our Story and Your Story to meet and merge, just like we want you to do when you enjoy Selection lager with friends and family, new and old.