AN award-winning English band have decided to celebrate the launch of their new album with the launch of their own beer – and it will be made in the home of brewing by one of the UK’s leading pub firms.
Elbow have announced that fans will soon be supping on their official beer called ‘Charge’ after revealing that it had inked a deal with Shobnall Road-based brewer Marston’s.
The Mercury-winning Mancunians decided to create the beverage named after a track on their upcoming sixth album, The Take Off And Landing Of Everything, following a previous successful link-up with the brewing industry.
Frontman Guy Garvey said: “With the help of the good people at Marston’s we’ve created a beer with a spicy American feel that still retains the class of a traditional British real ale.
“It’s the perfect accompaniment to the album.”
Charge is described as ‘a refreshing golden pale ale, with a session-friendly ABV of 4.2 per cent’.
It will be exclusively available in Nicholson’s pubs – the nearest being in Birmingham – across the UK from this week and then on wider release through Marston’s pubs and across the UK from March.
The band – which also features Mark Potter, Craig Potter, Richard Jupp and Pete Turner – are also planning a series of exclusive pub playback events for fans to listen to the new album and taste the beer in February and early March, one of which could take place in the town.
Marston’s brand manager Tom Lenihan said: “We are excited by the collaboration with Elbow, they have a genuine passion for beer and we see it as a great way of reaching a different audience for our beers and the category as a whole.”
The ‘Mirrorball’ band’s debut ale ‘Build a Rocket Boys!’, named after their 2011 album, proved a hit with fans and beer-lovers when it was released.
The band worked with Robinsons Brewery on their ‘Build a Rocket Boys!’ beer, which sold nearly 750,000 pints in two years, from 2011 to 2013.
The ale has been designed to supplement Elbow’s new album, which will be released on March 10’.
This comes on the back of several other band and brewer link-ups which has seen the creation of Trooper by Iron Maiden and more recently Marston’s worked with Status Quo to launch a beer called Piledriver.
More information, or to order some of the beer, is now available online at www.elbowbeer.co.uk