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St Austell Brewery Teams Up With Endurance Athlete



St Austell Brewery has announced a year-long partnership with renowned endurance athlete Nick Butter and the immersive running retreat company he founded - Run Weekends.


The collaboration will see Proper Job 0.5% - St Austell Brewery’s first low-alcohol IPA - featured at running events globally.

 

Run Weekends offers running retreats, trail running holidays and mountain adventures around the world. Each trip is designed for groups of relaxed, like-minded runners to explore new places, forge new friendships and connect with the great outdoors. It was founded by Nick Butter, who made a name for himself by becoming the first and only person to run a marathon in every country around the world.

 

The partnership will see Run Weekends participants enjoy Proper Job 0.5% at their events, as well the opportunity for people to get involved in competitions and pick up exclusive giveaways - including the chance to win a spot on any UK or European Run Weekends trip.

 

Since its launch in October 2024, St Austell Brewery’s Proper Job 0.5% IPA has already scooped four major awards, firmly establishing itself as one of the best-tasting low alcohol beers on the market. Brewed with the same care and character as the original Proper Job, it delivers bold, citrusy hop notes and a crisp, refreshing finish. It’s the perfect post run pint - all the flavour, none of the compromise, just without the alcohol.

 

Matt Heal, Senior Brand Manager at St Austell Brewery, said:

“We’re thrilled to team up with Nick and Run Weekends. Our shared values make it an incredibly organic partnership grounded in Cornish roots, all about championing connection and the joy of living adventurously - qualities that our award winning Proper Job 0.5% celebrates in every sip.”

Nick Butter, founder of Run Weekends added:

“Cornwall is where my love of running began, so partnering with St Austell Brewery - a like-minded company - feels very special. Run Weekends are all about community, curiosity and pushing your limits in a healthy, sustainable way. Proper Job 0.5% is the perfect fit as a great tasting low-alcohol IPA. We cannot wait to share the work that has been happening behind the scenes.”

The collaboration began at the first two retreats this year in Cornwall and will continue globally - from mountain adventures in the Dolomites to the Pembrokeshire trails in Wales.


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  • Writer: Paul Andrews - CEO Family Business United
    Paul Andrews - CEO Family Business United
  • Jul 15, 2025
  • 3 min read

In today's world, artificial intelligence (AI) is no longer the stuff of science fiction, the UK job market stands on the cusp of a monumental shift.


With the International Monetary Fund (IMF) forecasting that 40% of global jobs will be 'disrupted' by AI, it's time for British businesses and workers alike to brace for impact. But what does this disruption really mean for the UK's workforce, and how can we navigate these testing times?


According to David Banaghan, Co-Founder and Interim CEO at Occupop, recruitment software experts: "We're witnessing a seismic shift in the job market. AI isn't just automating routine tasks; it's beginning to encroach on roles that we once thought were uniquely human. The key for workers is to stay ahead of the curve and focus on skills that complement AI rather than compete with it."


The AI Revolution: Which Sectors Will Be Disrupted The Most?

The impact of AI is likely to vary from industry to industry. According to a recent report by Goldman Sachs, administration, legal professions, architecture, and engineering are among the sectors likely to be worst affected, with up to 46% of tasks in administrative sectors potentially replaced by AI.


In contrast, more practical sectors involving manual labour, such as construction (6% of jobs affected) and cleaning (1% of jobs affected), are predicted to be less impacted.


Job At Risk Of Automation: A Nationwide Retraining Initiative

As AI continues to evolve, a significant portion of the UK workforce will need to adapt. The Office for National Statistics (ONS) estimates that up to 1.5 million jobs in England alone are at high risk of automation. This staggering figure underscores the urgent need for a nationwide retraining initiative.


Banaghan says, "The next decade will see a massive shift in the skills required by employers. We're looking at potentially millions of workers needing to retrain or upskill to remain competitive in the job market. It's a challenge, but also an opportunity for those willing to embrace change."


Salary Shakeups: Winners And Losers In The AI Economy

The integration of AI into the workplace is likely to have a polarising effect on salaries.

On one hand, workers with AI-complementary skills could see their value – and wages – soar. According to a study from researchers at the Oxford Internet Institute and the Center for Social Data Science, University of Copenhagen, workers with artificial intelligence skills command salaries 21% higher than average, and potentially up to 40% higher.


On the other hand, those in easily automated roles may face downward pressure on wages. A recent report by PwC suggests that AI could contribute up to £232 billion to the UK economy by 2030, but the distribution of this wealth will largely depend on how well businesses and workers adapt to the new paradigm.


The New Currency: Skills For The AI Age

As traditional roles evolve or disappear, certain skillsets will become increasingly valuable. The jobs of the future will likely prioritise:


  1. Emotional Intelligence and Interpersonal Skills

  2. Creative Problem-Solving and Innovation

  3. Data Literacy and Analysis

  4. AI Management and Ethical Oversight

  5. Adaptability and Continuous Learning


Banaghan explains: "The most valuable employees of tomorrow will be those who can work alongside AI, leveraging its capabilities while providing human insights. Demand is growing for 'AI trainers' and 'AI-human collaboration specialists' – roles that didn't exist just a few years ago."


The Human Touch: Job Satisfaction In The Age Of AI

As AI reshapes the job market, it's crucial to consider the impact on employee wellbeing and job satisfaction. While some fear a dystopian future of human obsolescence, others see AI as a tool to enhance job quality by eliminating mundane tasks and allowing workers to focus on more fulfilling aspects of their roles.


A survey by Accenture found that 61% of workers believe AI will have a positive impact on their work. However, this optimism comes with a caveat: the transition must be managed carefully to avoid exacerbating inequality and job insecurity.


PwC’s 2023 Hopes & Fears survey shows that many workers believe AI will have a positive impact on their work and career with 31% foreseeing that AI will increase their productivity/efficiency and 21% anticipating the creation of new job opportunities.


The AI revolution is not a future prospect – it's happening now. For the UK to thrive in this new landscape, a concerted effort from government, businesses, and educational institutions is crucial. We need robust retraining programmes, forward-thinking policies, and a shift in our educational focus to equip the next generation with AI-ready skills.


Banaghan concludes, "The future of work in the UK will be defined by our ability to adapt and innovate."


"AI is not the enemy; it's a powerful tool that, if utilised properly, has the potential to increase productivity, new job creation, and enhanced job satisfaction."

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