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.

/o/e/x/elbow160.jpg

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.

Recommended

/w/o/n/TheSecretMarkete_160_1_.jpg

The Secret Marketer ponders what would have been if NOTW had stayed

David Coveney

What an incredible week it must have been for all those connected with the News of the World. The paper’s circulation has been declining for a number of years, but I can’t quite remember an iconic establishment brand being discontinued in quite such dramatic circumstances. I once interviewed for a marketing role at News International […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now