Member-founded NOAM lager is now available at the UK Houses
A favourite at our Berlin outpost since 2016, Soho House holds the worldwide exclusivity for the Bavarian beer on draught – try it in our British clubs now
Thursday 26 February 2026 By Soho House
For longstanding member and entrepreneur, Noah Sheikh, the so-called lightbulb moment came while he was hanging out with his friends and fellow members at Soho House Berlin a decade ago. He was often attending events and social gatherings in stylish environments and, as a beer drinker, realised there was an opportunity to create a beverage that was as elegant looking as the places he was spending time in.
Noah had the idea of crafting a modern German lager that drew on the long legacy of traditions that has made Bavarian beer a favourite the world over and presenting it in an aesthetically forward design that would look good anywhere. He then set about bringing it to market himself.
NOAM lager was launched at Soho House Berlin in 2016 and delivered on all counts by blending historical and high-tech brewing expertise with a distinctive bottle featuring a fluted ‘wave’ pattern – a nod to Munich’s King Ludwig I-era neoclassical architecture – that’s both timeless and contemporary.
That bottle design, created in collaboration with ACNE in Stockholm, went on to earn the brand a prestigious Cannes Lions Design Award. And, just as Noah envisioned, has proved to be a worthy match for even the most elevated setting – as many more of you are set to discover.
Because now, 10 years after celebrating that initial launch, NOAM is exclusively available on draught across our UK Houses, served in bespoke glassware that mirrors the bottle’s instantly recognisable ribbed design.
It’s a full-circle moment for the entrepreneur and his brand, and we couldn’t be more excited. Seeing our members take their various paths to success – and being able to support them on those paths – is a huge part of what drives us forward. We can’t wait to welcome you to one of our UK clubs for you to try it for yourself.
Explore our Houses in the UK
NOAM lager was launched at Soho House Berlin in 2016 and delivered on all counts by blending historical and high-tech brewing expertise with a distinctive bottle featuring a fluted ‘wave’ pattern – a nod to Munich’s King Ludwig I-era neoclassical architecture – that’s both timeless and contemporary.
That bottle design, created in collaboration with ACNE in Stockholm, went on to earn the brand a prestigious Cannes Lions Design Award. And, just as Noah envisioned, has proved to be a worthy match for even the most elevated setting – as many more of you are set to discover.
Because now, 10 years after celebrating that initial launch, NOAM is exclusively available on draught across our UK Houses, served in bespoke glassware that mirrors the bottle’s instantly recognisable ribbed design.
It’s a full-circle moment for the entrepreneur and his brand, and we couldn’t be more excited. Seeing our members take their various paths to success – and being able to support them on those paths – is a huge part of what drives us forward. We can’t wait to welcome you to one of our UK clubs for you to try it for yourself.
Explore our Houses in the UK
