‘Build A Rocket Boys’

Build a rocket boys - Marketing CommsTo support their latest album, Elbow the UK indie band has formed a partnership with Stockport ale brewery Robinsons to launch the release of their new album, ‘Build a rocket boys’.   The boys are creating their own branded beer, surprisingly named after their new album and are cleverly linking the qualities of real British ale to their music.

The band announced recently on their Facebook page that the brew will be launched at this year’s Manchester Food & Drink Festival in October and will be available in selected pubs across the 400-strong Robinsons pub estate throughout September and October.  This is a reflection of how real ale is becoming increasingly popular amongst young people and with a focus on targeting this demographic the band are keen to get this into universities in time for fresher’s week…what good timing!  Will this brew, that will only be available in selected pubs and retail outlets over the North West, really take off with the student market…?

The product is described as a “golden ale with a rich rounded body, smooth bitterness, subtle tang of malt and fruity aroma”, apparently this is a perfect match to what their new album is all about! The brand and the band will need to ensure that this connection is communicated when consumers are purchasing this brew.  The launch of this limited edition brew is supported by point of sales and strong online promotion so who knows, maybe the beer will really take off too!

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