‘Tiny Rebel won my heart and mind from day one,’ says the craft brewer’s CFO, Amanda Burton FCCA. ‘I was interviewed by the co-founders and I went home afterwards and told myself, that’s it. This is what I’ve been waiting for.’
After years working in a highly regulated pharmaceuticals assembly and packaging business – ‘the compliance was phenomenal, and obviously essential because we were dealing with life-saving drugs, but very intense’ – moving to a vibrant, family-run craft-brewing business, characterised by wacky branding and innovative product development, was not an obvious step.
'My background in a highly controlled sector prepared me for leadership here'
‘My background in a highly controlled sector prepared me for leadership here, although moving to Tiny Rebel was a leap of faith. I was stepping into a business that thrives on disruption and creativity, but it has exceeded every expectation,' says Burton. 'It’s an inspiring and energising place to work, and what I have enjoyed most is being able create meaningful change since day one.'
Structure and clarity
It is clear that Burton and Tiny Rebel are a great fit. Initially appointed as financial controller (and recognised as the 2024 Financial Controller of the Year at the Finance Awards Wales), Burton was quickly promoted to CFO in May 2024 and now leads finance, HR and procurement across the business.
‘What has surprised me is how much my background in a highly controlled industry prepared me for leadership here,’ she says, adding that she has been able to bring structure and clarity to what is an imaginative, innovative sector.
‘It’s such a creative business. There’s no red tape; if you come up with an idea, you hear “yes, that could work, let’s give it a go”.
Burton’s remit is wide. ‘By midday I’ve usually worn about 10 different hats,' she says. 'It means I’m connected to every part of the business – packaging, people, the bars – and I thrive on that broad responsibility.'
Explosive growth
Tiny Rebel was founded by brothers-in-law Brad Cummings and Gazz Williams in 2012, when they turned their home beer-brewing hobby into a business. It took off immediately, taking gold, silver and bronze awards at the Great Welsh Beer and Cider Festival in its first year of operation. The company opened its first bar in Cardiff in 2013, followed two years later by a second in Newport city centre (which Tiny Rebel closed in 2024 due to rising operational costs and a post-Covid city centre that was struggling to recover).
In 2017, Tiny Rebel moved into a bespoke, 65,000 square-foot brewing facility on a Newport industrial estate, increasing its capacity eightfold to six million litres a year, and opening a new taproom on site.
Its craft beer is multi-award-winning; Tiny Rebel’s red ale, Cwtch, was named the Champion Beer of Britain in 2015, the first Welsh brewery to win the award. Staying competitive in a fast-evolving market, where IPA drinkers make up a smaller slice of the wider consumer base and global brewers have significant reach, means the team works hard to keep the brand fresh, relevant and boldly distinctive.
‘It’s a hugely competitive space,’ says Burton. ‘We operate in the mid-tier of the craft market, alongside brands many times our size, but it’s also an industry known for its collaboration and support, and that’s something we really value.’
CV
2024
CFO, Tiny Rebel
2022
Financial controller, Tiny Rebel
2015
Financial controller roles at PCI Pharma Services, Sharp (part of UDG Healthcare) and Halo Foods
2011
Finance services manager, PCI Pharma Services
2009
Management accountant, Tribute Homes
2006
Accountant, Broomfield & Alexander
Tough sector
There was a sharp rise in insolvencies between 2019 and 2023, but Tiny Rebel not only navigated the pandemic but grew through a rapid shift to online sales. Recent years have brought wider pressures across brewing and hospitality, yet the business remains focused and optimistic.
‘People’s drinking habits are evolving, and the craft market has softened by more than 6% this year,' says Burton. 'But that’s exactly why we’ve doubled down on innovation and resilience.’
In 2024, Tiny Rebel launched its 'Fit for the Future' programme – a plan designed to strengthen margins, sharpen focus and build long-term sustainability across people, products and operations.
‘It’s given us real clarity,’ she says. ‘We’re adapting quickly, protecting the core of the business, and making sure we’re in the strongest possible position for the years ahead.’
Because the business covers manufacturing and hospitality, it is a constant juggle to maximise on-trade and off-trade sales. It supplies the major supermarkets and pub groups, and some of the top independent venues in the UK. But, as well as pouring in bars and restaurants across the UK, Tiny Rebel also works hard to attract people to its own bars.
Innovation mindset
As tastes shift, innovation remains central to the brand. Fruity, flavour-led beers such as their flagship Clwb Tropica continue to perform strongly, while Rebel IPA has built a loyal following. 'Low and no-alcohol options are becoming increasingly important too,' Burton adds.
There’s a huge amount of love for Tiny Rebel,' says Burton, 'and we’re investing heavily in the next chapter. We’ve expanded our brewing capacity to support our five-year growth plan, creating space for new ideas, new jobs and, ultimately, more people discovering great beer.'
Its CFO, however, won’t be one of them: ‘I don’t like to say it out loud, but I’d rather have a glass of rosé.’
