IMI (LON:IMI) has entered into a strategic partnership with global cricket figure Chris Gayle to develop and launch a new premium beer range, comprising a signature pilsner and a rum-flavoured beer.
The initial product launch is planned for the United Kingdom, with intended expansion into India and Australia. Powder Monkey said the partnership combines its brewing capability with Gayle’s profile to support the range’s position in the premium beer market.
The company said Gayle, known as the “Universe Boss”, has a strong following across key markets, particularly India. It expects the collaboration to support brand growth and market penetration.
Powder Monkey also highlighted the scale of the Indian beer market, saying it was valued at approximately INR 477 billion in 2025 and is projected to reach INR 833 billion by 2034, implying a compound annual growth rate of 6.45%. The company intends to pursue a phased international rollout after the UK launch.
Chris Gayle said the partnership brought together a brewing platform and a recognisable sporting personality. He added that he was pleased to be working with the team and had taken an equity position in the business as part of the arrangement.
Powder Monkey said the announcement forms part of its wider growth strategy. In 2025, it expanded its portfolio through the acquisition of seven breweries and continues to invest in additional production capacity, including a facility opened in South West Sydney.
The company also said it is preparing for a new share subscription to be launched in June 2026, with trading available via the JP Jenkins secondary market platform.
