Meet Sheffield beer shop owner supporting 'mums love local' shopping campaign

When Jules Gray moved to Sheffield to study, working in bars helped to fund her degree. There started her passion for beer, a love that ten years ago saw her open a beer shop and tasting room in the city.
Laura Reid
By Laura Reid
Published 2nd Mar 2023, 11:50 BST

As Hop Hideout marks its first decade in business, Jules is taking part in a ‘mums love local’ campaign, urging people to shop local and support businesses in their community for Mother’s Day and beyond. “Independent businesses are key to re-building the community after the pandemic and the cost of living crisis because they improve and invest in the neighbourhoods,” Jules says. “If you spend local, more of your money is staying in the community, making a positive impact. But as well as the economic benefit, there’s also the social benefit of interacting with real people and developing relationships with small business owners.”

After her degree, Jules got a job at a brewery in Leeds, working in everything from technical support to sales, procurement and logistics. She set up Hop Hideout in 2013 and is also the founder of Sheffield Beer Week, and Indie Beer Feast. “Women are a minority in the beer industry and I certainly faced barriers getting into it, so it’s important to me to champion minority owned breweries through Hop Hideout, especially as a mum to my little girl Ivy, who just turned one,” she says.

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“There has been a big rise in female entrepreneurship and women realising they have the skills, the knowledge and the experience and setting up on their own. It is hard but it’s very fulfilling to be able to follow my passion and introduce people to new beers and new breweries. We’re celebrating our 10th year in 2023 which is a real achievement, especially after the challenges of the last few years. The hospitality industry has been hit hard and many people left the sector.

Jules Gray set up Hop Hideout in 2013 and is also the founder of Sheffield Beer Week, and Indie Beer Feast. photo: Mark Newton PhotographyJules Gray set up Hop Hideout in 2013 and is also the founder of Sheffield Beer Week, and Indie Beer Feast. photo: Mark Newton Photography
Jules Gray set up Hop Hideout in 2013 and is also the founder of Sheffield Beer Week, and Indie Beer Feast. photo: Mark Newton Photography

"I was only able to find one staff member, so my maternity leave lasted a month and there was a lot of working around nap times. I now have two fantastic staff members, which helps me to juggle childcare, plus the support of my husband, friends and other independent business owners. It’s great for Ivy to have a positive female role model and know that she can work in any industry she chooses to.”

Hop Hideout is one of almost 90 businesses who are part of the Sheffield City Centre Gift Card. The scheme launched in 2017 as a way to drive footfall to the city, and encourage people to spend locally. “I think it’s a real positive championing of the city,” Jules says. “Small businesses often don’t have the marketing budget or the ability to have a high street presence. The Sheffield City Centre Gift Card is a great way for helping people to discover the Sheffield food, drink, retail and shopping scene, including lots of independents.”

Sheffield’s gift card is part of the Town and City Gift Card initiative from Miconex active across the UK. Town and City Gift Cards are leading the national ‘mums love local’ campaign alongside Sheffield BID.

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