A brewing industry “super group”, the My Generation Beer Company, has been launched, to bring together a love of music and beer and create a brand new label for ale enthusiasts.
The venture is a collaboration between the Black Sheep Brewery, led by brothers Rob and Jo Theakston, and industry marketing specialist Jonny Kirkham. Renowned beer lyricist Pete Brown is the trio’s “support act”, as content contributor to the company’s digital platforms.
My Generation, the company’s signature brew, will be the first to hit pubs and is the official beer of Record Store Day 2015, which takes place in April and is a nationwide celebration of vinyl records.
My Generation, which will initially be brewed as a cask ale, will be brewed in Masham, North Yorkshire, and distributed through Black Sheep Brewery. A 4.2% light straw coloured session pale ale, My Generation Pale Ale is brewed from an exciting blend of new world hops including Cascade, Galena, Magnum and Polaris, which gives a big, fresh aroma and a cracking bitter finish.
The company has also secured a three month seasonal listing with national pub group Mitchells & Butlers’ collection of Castle and Nicholson’s pubs from March, while there will also be a selective on-trade distribution.
A programme of activity around festivals and other music-related events is being scheduled for throughout 2015.
Jonny Kirkham said: “There’s a love of music in everyone and the My Generation Beer Company represents something brand new for beer lovers, bringing together quality ale and real music. We have seen bands put their names to drinks in the past, but that targets a narrow and specific fanbase audience. We aim to unite beer fans with music you’d expect to hear more on BBC 6 Music.
“Music and beer go together like Lennon and McCartney and these joint passions are so strong among the three of us that we had to come together because we know there is an audience out there which feels the same.”
Rob Theakston said: “The three of us all share a love of music and passion for beer and we are excited to bring something new to the market like this. We are convinced there is a great crowd out there to embrace a brand like this from pubs to festivals, as well as overseas.”
Jo Theakston added: “2015 will see My Generation reach out through pubs, festivals and other music happenings and celebrate creative culture. Like most people who strive to make a living from music, we are starting out in pubs, and the deal with Mitchells & Butlers is a fantastic intro to grow our fanbase.
“There are so many cohesive elements between the British beer and music industries, such as the battles to save both pubs and record stores around the country. It also gives ourselves the opportunity to take two of our finest exports to the rest of the world. It’s feels natural to bring the two together with Jonny and develop the My Generation Beer Company.”
A bottled version will follow, ahead of a planned 330ml can offering. Further brews will be released in due course.