Nicholson’s Pubs is helping to launch the new collaboration brew between Growler Brewery (formerly known as Nethergate) and British mega-band Madness. Nicholson’s will be the first to exclusively distribute the beer – named “Gladness” – nationwide across its 80-pub estate for the initial 12 week launch from June 2013.
The beer is named after a line in their song “Madness”, and Suggs comments: “After many, many years spent in a pub discussing and debating what would be our ideal beer, we’re very proud of our first attempt and we’ve got a great excuse to spend a bit more time in Great British Pubs!”
Pub gigs at the start
The quintessentially British band enjoyed what can only be described as an epic year last year – as well as launching their new album “Oui Oui, Si Si, Ja Ja, Da Da”, they sang on top of Buckingham Palace for the Queen’s Diamond Jubilee and performed at the Olympics Closing Ceremony. However their career started from humble beginnings, with pub gigs since the late 70s, and the band have a great affection for the British pub.
Rob Flanagan, owner of the award winning Growler Brewery adds, “We could see the band’s genuine passion to create their own beer and we were delighted to help them, working through which styles they preferred, to co-create the final product – their British take on lager.”
“Gladness”
Created with solely lager hops including the Noble Tetnag leaf hop for floral aromas with a touch of spice, and finished with Saaz hops to add a light bitterness at the end, this light golden beer combines flavour and refreshment perfectly. Brewed as an ale, it is to be served through hand pumps for a smooth finish.
Ben Lockwood Assistant Brand Manager for Nicholson’s Pubs says “We are delighted to support a great British band rooting for quality tasting ale in British pubs. As well as being the exclusive distributor for the first 12 weeks, we will also be supporting the beer along with other interesting brews during our forthcoming Summer Ales festival between the 7thJuly and the 4th August this year”.
Nicholson’s Pubs is committed to developing the cask ale sector and works continuously with its brewers to create and showcase new and exciting beers. Gladness beer is also supported by a launch event and also national advertising to raise awareness of its arrival to market.
Gladness will be available in Nicholson’s Pubs from June 2013 for three months www.nicholsonspubs.co.uk or follow @nicholsonspubs
About Nicholson’s Pubs
- Nicholson’s includes some of the finest examples of historic, traditional London taverns in the City, forming part of the ‘Nicholson’s Ale Trail’ around London
- Every pub has at least eight hand pulled beers from national favourites to upcoming microbreweries, from a range of 25 guest ales that change with the seasons
- Most pubs have a dining room where you can enjoy pub classics and seasonal favourites for lunch or dinner
- Nicholson’s Pubs is part of the Mitchells & Butlers group which serve 22 million pints of cask ale a year, over 4.5 million in Nicholson’s alone.
- Three years ago, 11% of total drinks sales was cask ale which has grown to 20%. Reflecting the diversification of beer styles and flavour profiling over the past five years, Nicholson’s have showcased over 250 beers in the last two years.
About Growler Brewery (Nethergate)
Growler Brewery, formerly Nethergate, has been brewing award winning beers such as Old Growler, Umbel Ale and Growler Bitter for 27 years. Bought by Rob Flanagan in 2010 and re-branded to Growler Brewery after its most famous beer in 2012, the brewery is in the countryside of Essex.
Growler beers are known for their consistency, handcrafted beers being brewed by experienced brewers, who between them have over 30 years experience of brewing.
Awarded the Good Pub Guide Brewery of the Year in 2012 the business goes from strength to strength with double digit growth each year.
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