Signature Brew Handcrafts Beers For Indie Bands
Though it launched in the UK, Signature Brew is hoping to bring it's newest beer Clear Heart, created with The Hold Steady's frontman Craig Finn, to the U.S. Finn was the second artist to work with Signature Brew on a beer based on his taste preferences.
Signature Brew is focused on creating beers that represent bands rather than on high profile alcohol endorsements that are sometimes simply opportunistic moves to expand revenue streams.
Signature Brew is based in London and is on a mission to create great beers in partnership with the bands for which they're named. Co-founder Sam McGregor says, "I just got sick of drinking rubbish beers when I went to concerts" and was also concerned that:
"the indie music scene wasn’t doing very well. Bands would make extra money by slapping a label on something and loosely endorsing things, but they weren’t invested in it."
Clear Heart by Craig Finn – Signature Brew Tasting Experience
McGregor had some experience in music marketing but his beer background was primarily in drinking it so he partnered with a Staffordshire-based microbrewery, Titanic Brewery, and launched in August 2011. Their process is pretty straightforward:
"Let a band sample a range of beers, write down what its members like and don’t like, and then create a brew specifically for them."
They then sell the resulting beverage online in the UK and at shows by the bands.
Their first brew was The General by The Rifles, named for one of their singles. You can hear the music and see the band down a few on YouTube.
The second was Clear Heart created for Craig Finn of The Hold Steady, named for his solo album Clear Heart Full Eyes.
Signature Brew is currently planning beers for three more British bands. If you think you're a good fit, why not try contacting them?
Hypebot Features Writer Clyde Smith maintains his freelance writing hub at Flux Research and music industry resources at Music Biz Blogs. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.
