Brilliant band brews beer, ushers in new era of branding

One of the greatest bands to come out of the UK is to release a beer to coincide with their latest album.

Elbow, who purvey a wonderful line in cracked-angel progressive indie rock, won the Mercury Music Prize in 2009 for their album The Seldom Seen Kid. Now, however, they are turning their creativity into liquid form with an ale called Build a Rocket Boys! – the name of their new LP – which is a limited-edition premium session bitter in partnership with Robinsons of Stockport.

The brew will be available in Robinsons pubs throughout the UK and has 4 per cent alcohol by volume. It is described as having a “rich, rounded body, smooth bitterness, subtle tang of malt and fruity aroma,” which UK newspaper the Guardian suggested could also apply to the musical output of the Bury-based working class noblemen.

Cuba tour

As well as the Mercury Music Prize, Elbow’s awards include Brit Award, the Ivor Novello award, the South Bank Show Pop award, the NME award and the Mojo Magazine Song of the Year 2009. The latter was awarded to the band for their track, One Day Like This, which is utterly wonderful and Weekender recommends that you seek it out immediately.

During 2004, Elbow toured Cuba, playing songs at venues in and around Havana. It was filmed by a documentary team but is not at present commercially available.

The band gave a wonderful set at the Glastonbury festival 2011, where they celebrated their 20th anniversary as a group. Their first steps as a band were beset by troubles with labels going bust, albums being delayed and a host of other unfortunate incidents and bad luck stories that would have killed off a lesser band many times over.

However, the northerners persevered and the music industry grew to recognise lead singer Guy Garvey as one of the most evocative vocalists of his generation and the band as innovative, emotional street poets whose extraordinary music speaks loudly to the heart of the common man. This is good stuff, friends. If the group’s music is any indication, the beer is going to be quite magnificent.

www.elbow.co.uk