As part of its support for Record Store Day, My Generation Beer will promote the day in London pubs where stocked and across social media as well as having branded merchandise on sale. Signature brew My Generation is a 4.2%, hopped up, light golden ale brewed in Masham, Yorkshire and is collaboration between JMy Generation Beer Co and Black Sheep. Jonny Kirkham, founder of My Generation Beer Co, said: “There’s a love of music in everyone and the My Generation Beer Company is bringing together quality beer and music from all genres. We are proud to be working with Record Store Day to support independent record shops and celebrate the beauty of vinyl records. “Listening to music on this format remains a magical experience and by supporting events like Record Store Day we hope to play a part in introducing vinyl to a new generation of music fans. We place a lot of value on tradition and authenticity so this is a perfect partnership.”
Kim Bayley, director general of the Entertainment Retailers Association, which administers Record Store Day in the UK, said: “We are delighted to be partnering with the My Generation Beer Co who clearly share many of the same music and cultural values as our independent record shops. With its independent background and passion for music, this is the perfect partnership allowing us to introduce the joy of vinyl records to a wider audience of beer and music fans.” 2014’s Record Store Day was the most successful iteration of the event yet, with sales up 30% on 2013. This year’s Record Store Day will take place on April 18.
Brewing industry experts are uniting to form an ale “super group” which celebrates and brings together the joint passions of people with a love of beer and music. The My Generation Beer Company is a brand new “label” aimed at what it sees as an as-yet untapped audience of drinkers. The venture is a collaboration between the Black Sheep Brewery, led by brothers Rob and Jo Theakston, and industry 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 is the signature brew and will be the official beer of Record Store Day 2015, which takes place on April 18th and is a nationwide celebration of vinyl records. A three month seasonal listing has been agreed with Mitchell & Butlers’ Castle and Nicholson 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. 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 which gives a big, fresh aroma and a cracking bitter finish. A bottled version will follow, ahead of a planned 330ml can offering. Further brews will be released in due course.
Jonny Kirkham said: “There’s a love of music in everyone and the My Generation Beer Company represents something brand new in the beer industry, 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. It’s an exciting new venture which will sit separately to the core Black Sheep business but our ability to distribute through the Black Sheep Brewery network is as good as any record deal going.”
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 Mitchell & 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.”