Elbow create beer to promote album

Mercury Prize winning Manchester band Elbow have created a new limited edition beer in partnership with Stockport ale brewery Robinsons to promote their latest album.

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The beer – named after the album ’build a rocket boys!’- will be officially launched at the Manchester Food and Drink festival in October, but will be available from September in selected Robinson’s pubs.

The beer will also be promoted at fresher weeks across universities in the North West region, in addition to being sold at selected free house pubs nationally.

The launch will be supported by a point of sale and online promotional campaign.

Polydor Records head of marketing Liz Goodwin says: ’This is a really exciting first, and it coincides brilliantly around the second phase of the ’build a rocket boys!’ album campaign.”

Elbow’s ale, which the real ale fan band members created via several tasting sessions at Robinson’s brewery, is a golden premium session bitter at 4.0% ABV available in cask initially, although a bottled version is also planned.

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