THE picture shows New Order in their full pomp playing Sydney Opera House recently. Thirsty work, we reckon. So what better than a refreshing beer for the iconic band and their fans. But we bet the XXXX or whatever afterwards isn't as tasty as New Order’s own beer, Stray Dog, which officially launches in Manchester at the Sawyer’s Arms this Sunday (August 28).
Brewed by leading Lancashire independent brewer Moorhouse’s, it’s described as “a refreshing and clean tasting 4.2% ABV golden premium ale, with hints of citrus fruit and lychee, all balanced by a subtle bitterness.”
Brewed using American Cascade, Centennial and Willamette hops, with English Maris Otter malt, it is intended to appeal to both craft and traditional ale categories, and the growing female market.
The jury’s out on whether band members will roll up to the Deansgate hostelry this Sunday. ToM recalls Elbow being very hands on sampling their malty link-up with Robinson’s, ‘Build A Rocket Boys’ back in 2013 (their follow-up beer is called ‘Charge!’). The Stockport brewery has also had huge success with ‘Trooper’, ‘curated’ by Iron Maiden’s Bruce Dickinson. Moorhouse’s, best known for their legendary strong ale ‘Pendle Witches Brew’, will hope for similar market magic.
‘Stray Dog’ is named after a track on New Order’s latest album Music Complete, featuring Iggy Pop. Like the Elbow beers, it’s the project of a London marketing consultancy called Renegade Music. Their CEO Chris Smith told us: “We’re delighted to be working on this new beer with another of Manchester’s greatest ever bands and Moorhouse’s, a forward-thinking yet traditional brewery, who have ambitious plans for this project.”
It will be exclusively in Mitchell and Butlers pubs, including Nicholson’s from August Bank Holiday weekend, ahead of nationwide release from mid-September.
The Sawyer’s Arms New Order night starts at 7pm and features DJs plus New Order merchandise, giveaways and competitions plus the chance to overindulge and wake up to a Bank Holiday Blue Monday!
Sydney Opera House picture courtesy of Daniel Boud.