Jules Gray describes herself as “someone that likes to keep busy.” Not only is she the founder of Hop Hideout—one of the U.K.’s first drink-in bottle shops, which opened in Sheffield, northern England, back in 2013—she’s also the organizer of Sheffield Beer Week; the Indie Beer Feast beer festival; and Indie Beer Shop Day, a new initiative she launched during the pandemic to celebrate independent beer retailers across the country.
Initially a standalone retailer in the back of an antiques center in Sheffield’s Abbeydale neighborhood, Hop Hideout relocated in March 2019 to a brand-new food hall in the city center. Just one year later, Jules’ business had to evolve yet again, in response to COVID-19.
In a way, she was lucky: As Hop Hideout’s previous location was outside of the city center, Jules had begun offering mail orders and Sheffield home delivery years before, and she had all the systems in place (and a loyal local customer base) to help weather the pandemic. But despite the advantages of her new site in terms of location, footfall, and trade, not having her own brick-and-mortar space meant not qualifying for any initial government grants. As a result, she couldn’t control access to her own business, as she had to work within the hours set by the food hall.
Despite these challenges, she lights up when she talks about her local deliveries and how important they were, not only for her customers and their sense of social connection, but also for her own mental health. It’s clear that for Jules, her business is about a lot more than beer: It’s about connecting with her customers and celebrating not only the local beer industry, but the city more broadly.
Full of pride for Sheffield, her adopted home, Jules shares what she loves most about the city; what inspired her to start Sheffield Beer Week and its associated festival, Indie Beer Feast; and why it should be on all of our must-visit lists once lockdown lifts. She also reminds us of the importance of independent retailers to the broader beer ecosystem, and discusses how her new initiative, Indie Beer Shop Day, celebrates the positive role such outlets play as centers of guidance, education, and discovery.