Moorhouse’s, the leading Lancashire independent brewer, have joined forces to create a new beer with one of Manchester’s most legendary and enduring music acts, New Order.
Stray Dog, 4.2% ABV, is a refreshing and clean tasting 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 beer will be available in cask across free trade nationwide, with a 500ml bottled variant to follow later in the year.
Welcoming the collaboration Moorhouse’s sales director Mark Boardman said: “Stray Dog is a terrific addition to Moorhouse’s award winning portfolio and a significant brand milestone to follow up our successful 150th anniversary last year. We expect it to play well in cask with our own loyal followers, New Order fans, and in today’s fast moving craft ale marketplace, which increasingly appeals to a younger audience.
We are a traditional brewery with a very modern style, and Stray Dog has been developed by head brewer Dan Casaru to champion this outlook. He has used well-proven brewing methods allied to his adventurous approach to fuse selected American hops with the very finest traditional English Maris Otter malt.
This exciting collaboration with New Order and Renegade reflects our real determination to develop business with creative initiatives, and meet the growing demand for quality, interesting ales with real provenance.”
Developed at Moorhouse’s new £5m state-of-the-art brewery after a series of tastings earlier this Spring, head brewer Dan Casaru commented : “What a privilege to create a beer for a band that were a massive influence on me and the music I have grown up listening to. Having partied in the Hacienda in Manchester, I’ve always loved the bands and attitudes coming out of that great city, which in my mind New Order have always been at the forefront of. I’ve tried to create a beer that represents this in its style and vibrancy, and captures some of that spirit.”
Director Ian Parkinson said: “Working closely with the band, we added another fantastic product to our range. Moorhouse’s is ideally placed to work on these intimate projects being small enough to care but large enough to cope”.
New Order commented : “It’s been a pleasure to work with Moorhouse’s of Burnley on our first foray into the brewing business. Even more so that they’re celebrating their 150th anniversary, and have such a rich heritage in the North West”
Moorhouse’s of Burnley, who celebrated their 150th anniversary last year, are one of the biggest independent brewers in the north west, especially famed for their award-winning Pendle Witches Brew, and fast-emerging brands Blond Witch and White Witch. This is the first time that the brewery has collaborated with a band to brew a beer.
The Stray Dog project has been realised by London music marketing consultancy Renegade Music, who delivered the original concept and first nationally-distributed band beer to the marketplace in 2012 with Manchester band Elbow and regional brewer Robinsons. Renegade have since been involved in other very successful beer projects, including a collaboration with Stereophonics and Wales’ largest brewer Brains, plus a second beer for Elbow with national brewer Marston’s.
Renegade CEO Chris Smith commented : “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. New Order are truly a band that span generations in terms of fanbase, and we’re confident that ‘Stray Dog’ will be enjoyed by both new and established beer drinkers alike”.
Stray Dog will be available exclusively in Mitchells & Butlers pubs, including Nicholson’s from August Bank Holiday weekend, ahead of nationwide release from mid-September. The beer will officially be launched at a special event at Mitchell’s & Butler’s The Sawyer’s Arms Nicholson’s site in Manchester on Sunday 28th August.
Mitchell’s & Butler’s Ben Lockwood commented “It’s great that iconic bands such as New Order are getting excited about beer and lending their hands to creating their own. Having tasted the beer, I know the band have created something our guests are going to love, and I’m excited at the interest and excitement this will create in our pubs. We’ve had great success with other band inspired beers and now it’s New Order’s turn.”
General Enquiries – Chris Smith – Renegade Music email@example.com 07973 157854
Moorhouses Sales Director – Mark Boardman firstname.lastname@example.org 01282 422864 / 07970 620272
For New Order enquiries, please contact Jack Delaney at The Outside Organisation
email@example.com 020 7436 3633