At IMP & MAKER, we’re drawn to drinks that do more than fill a glass. Products that feel considered, look the part, and make the occasion feel just that little bit better.
NOAM Lager is exactly that. Created for occasions where taste and design matter equally.
A Bavarian lager with serious brewing heritage, a beautifully designed bottle, and a fresh take on what beer can be. We’ve worked with NOAM for many years, and their beer has become a firm favourite across our hampers, bringing something unexpected to everything from relaxed evenings to premium food and drink gifting.
Because for some gifts, the perfect addition to a hamper isn’t another bottle of wine.
It’s a really good lager.
A lager made for the occasion
NOAM is brewed in Bavaria using just four ingredients: water, malt, hops and yeast. Nothing else.
The result is a clean, refined beer with depth and character. Hallertauer Tradition hops form the aromatic foundation, bringing notes of wood, spice, fruit and chamomile, while the rare and highly prized Hallertauer Smaragd hops give NOAM its distinctive citrus notes.
It’s unfiltered, unpasteurised and contains no added preservatives, allowing the natural texture, aroma and flavour of the beer to remain intact after fermentation.
And then there’s the bottle.
Designed by ACNE Studios, NOAM’s distinctive shape and sculptural “Pillars” take inspiration from Munich’s classical architecture. It has the presence of a design object, but importantly, there’s plenty of substance behind the style too.
Which is exactly what we love about it.
From Bavaria to our hampers
NOAM brings something slightly different to luxury gifting.
It feels premium without being predictable. It looks beautiful alongside food, but is made to be opened, poured and enjoyed. And it works particularly well with the kind of food we love putting together at IMP & MAKER.
That’s why you’ll find NOAM appearing across a selection of our hampers. It adds extra personality and gives the recipient an alternative to the more predictable choices in luxury gifting.
And after working with the brand for many years, we know just how popular it is with our customers.
So, who is behind the bottle?
The story starts with Daniel “Noah” Sheikh
Born in Munich to a Polish-German mother and Pakistani father, Noah took a rather unconventional route into brewing.
At 20, he was scouted as a model in Milan before going on to study Sports and Marketing at the Technical University of Munich. He later stepped away from university to work across the marketing and design departments at Adidas.
It was a background that would prove surprisingly relevant.
Because NOAM was never conceived as simply another beer brand.
It was born at the intersection of design, culture, entrepreneurship and Bavarian brewing.
The Paris Fashion Week moment
The idea for NOAM began in 2015 during Paris Fashion Week. Noah noticed that every detail around the shows felt intentional.
The clothes. The sets. The design. The champagne.
Everything had been considered as part of the overall experience, except the beer, which seemed to be treated as an afterthought.
Which sparked a question: why couldn’t beer be held to the same standard? Why couldn’t the bottle, the liquid and the experience of drinking it all feel equally considered?
That observation became the starting point for NOAM.
Later that year, Noah returned to the Technical University of Munich through its entrepreneurial accelerator programme. The university is also home to one of the world’s leading brewing institutions, creating the perfect intersection of design, entrepreneurship and Bavarian brewing.
And that’s where the idea really came together.
Design and entrepreneurship met centuries of brewing tradition.
NOAM was born.
Bavaria Berlin
From the beginning, NOAM has been about bringing two worlds together.
Bavaria and Berlin. Tradition and progress. Craftsmanship and creativity.
Roots and wings: “Bavaria Berlin” represents the relationship between heritage and progress. The craftsmanship, quality and origin of Bavaria alongside the energy, openness and creativity of Berlin. NOAM has never wanted to choose between the two.
Craftsmanship: For NOAM, craftsmanship means refusing shortcuts. Every element, from the liquid to the final presentation, is treated as part of one considered whole. Precision and restraint matter just as much as flavour.
Culture: NOAM sees drinks as part of a wider cultural experience. Its work across performance art, music and hospitality is rooted in the idea that brasseries and bars can be places where ideas are shared and creativity happens.
That balance still runs through NOAM today.
It’s traditional enough to take brewing seriously, but modern enough to question what beer can look and feel like.
Brewing with centuries of history behind it
NOAM is brewed at Weihenstephan in Bavaria, a place with an extraordinary brewing history.
The first recorded reference to beer being brewed there dates back to 1040, when Benedictine monks were making beer on the site. Its Research Brewery was later founded in 1905, and today Weihenstephan remains one of the world’s leading centres for brewing.
NOAM is made there using carefully selected, locally sourced ingredients and in accordance with the Bavarian Purity Law, first introduced in 1516.
So while NOAM might feel like a very modern beer, it is made within a brewing tradition that stretches back centuries.
It’s the kind of combination we love: new ideas, proper heritage, and absolutely no shortcuts.
Growing with intention
Since launching, NOAM has deliberately taken a different approach to growth.
Rather than chasing mass distribution, the brand has built its reputation through a highly selective network of restaurants, hotels, members’ clubs, fine-dining destinations and high-end bars.
Some of its earliest accounts included Chiltern Firehouse, The Connaught Bar and The Ned.
That intentionality is something we really admire.
NOAM’s evolution has been defined by working with strong partners who share its commitment to quality and intentionality, rather than pursuing reach for its own sake.
It’s a very deliberate way of building a brand, and one that has helped NOAM become recognised in some of the most discerning hospitality spaces in the UK and beyond.
More than what’s in the bottle
For NOAM, culture has always been part of the bigger picture.
The brand has collaborated with organisations including BAFTA and The World’s 50 Best Bars, alongside its relationship with Serpentine.
In 2026, NOAM marked its tenth anniversary with its new XXIe Siècle label and cultural programme.
The name says it all: Not nostalgia. Now.
The programme reflects NOAM’s belief that culture should not simply look backwards, but should create space for new ideas, experiences and conversations.
Its work spans creative fields including performance art, music and emotionally resonant experiences.
The next chapter comes on Wednesday 9 September 2026, when NOAM hosts the debut performance of Soft Shell, a new work by British multidisciplinary artist Izaak Brandt, at the LANZA atelier’s 2026 Serpentine Pavilion.
Drawing on more than 18 years as an internationally competitive breakdancer, Brandt’s work explores masculinity, ego and concealed vulnerability. At its centre is the Freeze, the final move in breaking and traditionally a display of strength or dominance within a battle, which is instead reframed as an act of vulnerability.
Alongside the live performance, Soft Shell includes bronze sculpture, silver-gelatin photography and an immersive sound installation supported by Teenage Engineering.
It’s a natural extension of what NOAM has always believed: that drinks can be part of culture, conversation and the moments where ideas happen.
Why NOAM and IMP & MAKER work so well together
Some partnerships just make sense.
For us, NOAM is a perfect example of the kind of maker we want to champion.
We both care about quality, presentation and products with a genuine story behind them. We both believe the details matter, and that the experience is just as important as what’s inside the box.
NOAM brings something unexpected to our hampers: a beer with the presence of a design object, but with the substance to match.
It feels special to receive, works naturally alongside premium food and offers an alternative to the more predictable choices in luxury gifting.
MAKE TIME MATTER MORE
There’s a reason NOAM’s company motto is MAKE TIME MATTER MORE.
Because a good beer isn’t really about the beer. It’s about what happens when you open it.
The friends who arrive, the food on the table, the conversation that runs a little longer.
The occasion that didn’t need to be an occasion at all.
That idea feels very close to the heart of IMP & MAKER.
We create gifts designed to be enjoyed immediately, not saved for later. And NOAM creates a beer designed to make those moments feel a little more considered.
Intentionality. Tradition. Sprezzatura.
Three words that perhaps sum up NOAM rather perfectly.
A final word from us
After working with NOAM for many years, we’re proud to continue featuring their lager in our gift collections.
It’s a brand with proper roots, a brilliant product and a way of doing things that feels refreshingly considered.
And there’s plenty more to come. NOAM is currently preparing to launch a non-alcoholic expression, bringing its distinctive approach to an entirely new way of enjoying the brand.
If you’ve enjoyed discovering the story behind NOAM, explore more about the brand and its latest cultural projects, or follow them on Instagram to see what they’re getting up to next.
And if you fancy trying a bottle for yourself, you’ll find NOAM in a selection of our IMP & MAKER hampers.
Because sometimes, the best way to make time matter more is to open something good, pour a glass and stay a little longer.
Just remember: MAKE TIME MATTER MORE.
