New Order, the iconic Manchester band formed after the demise of Joy Division, has teamed with Moorhouse’s Brewery to launch its own beer.
The New Order Stray Dog is a 'refreshing and clean tasting golden premium ale, with hints of citrus fruit and lychee, all balanced by a subtle bitterness'. The beer will be available in cask across free trade nationwide, with a 500ml bottled variant to follow later in the year.
Music Week reports tha the deal was negotiated by Renegade Music, a firm that is also responsible for orchestrating beer deals for Stereophonics and Elbow.
“It’s been a pleasure to work on our first foray into the brewing business with Moorhouse’s of Burnley with such a rich heritage in the north west and coming hard on the heels of their milestone 150th year," New Order said in a statement.
Renegade CEO Chris Smith added: “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, August 28th.