Elbow launch ‘build a rocket boys!’ beer
Multi-platinum selling Manchester band Elbow are launching a brand new beer in support of their new album ‘build a rocket boys!’ The band have recently completed their biggest arena tour to date, playing to over 100,000 people over a two week period, including a sold out show at Manchester’s MEN Arena and two sold out shows at the London o2 Arena. This summer sees them playing numerous festivals across the world including Glastonbury and the Reading & Leeds festivals.
The beer is being brewed by award-winning family brewers Robinsons of Stockport, a stone’s throw from the Elbow’s Manchester heartland. Robinsons are probably best known for their legendary ‘Old Tom’ strong ale, which has been voted ‘World’s Best Beer’ by the international Beers of the World publication. John Robinson, Brand Manager at Robinsons Brewery enthused “We are delighted to partner Elbow- not only do they genuinely enjoy a good pint of cask ale, but their fans comfortably fit the profile of our core customers. We’re looking forward to pulling the first pint of ‘build a rocket boys!’ at its official launch at the Manchester Food & Drink Festival in October”.
The new beer, naturally titled ‘build a rocket boys!’ is being brewed to Elbow’s own specifications after a series of beer tastings at the brewery. Band members sampled a range of Robinsons’ ales to shortlist their preferred style of beer, taste and colour before deciding on a golden ale with a rich rounded body, smooth bitterness, subtle tang of malt and fruity aroma. Elbow’s ale will be a golden premium session bitter at 4.0% ABV, available in cask only.
The concept has been realised by music marketing and PR company Renegade on behalf of client Fiction/Universal Records.
Renegade MD Chris Smith commented “We have been involved in promoting Elbow at clubs, university and retail level for many years, and when I unintentionally discovered the band were real ale fans, the opportunity to create a new beer was too good to miss. To our knowledge, this is the first time an original cask beer has been brewed for a band to their own specifications, and after speaking to most breweries in the North West, Robinsons were the ideal partner being so close to Manchester, of excellent reputation, and most importantly fans of Elbow!”
Liz Goodwin, Head of Marketing at Polydor Records commented “This is a really exciting first for us here at Fiction – it’s going to be great fun launching the beer and it coincides brilliantly around the second phase of the ‘build a rocket boys!’ album campaign. We hope that real ale drinkers and Elbow fans love it as much as we do.”
‘build a rocket boys!’ ale will be available in selected pubs across the 400-strong Robinsons pub estate throughout September and October and sold during Freshers’ Weeks in universities across the North West area. It will also be available across selected free trade outlets nationally, while stocks last. Pubs and bars interested in stocking the cask or bottled beer should contact John Robinson at Robinsons Brewery on 0161 480 6571.
The campaign will be supported with point of sale materials across Robinsons’ pubs and website, via the Elbow website and fanbase, with a strong presence across Facebook and Twitter social networking communities.
For more information, please contact:
Robinsons PR enquiries
Carmen Byrne 07814 394 965
Chris Smith – Renegade 020 8563 7788
Liz Goodwin – Fiction/Universal 020 471 5000