Manchester-based brewery J.W. Lees called in two famous Mancunians in the form of Happy Mondays star Bez and BBC presenter Mark Radcliffe to help celebrate the release of their new beer.
The Middleton brewery, formed in 1828, launched Manchester Pale Ale (MPA) at Rain Bar on Wednesday April 17.
In line with the ale’s Manchester roots, dancer Bez started the night with a DJ set, playing iconic North West songs, followed by a Mancunian-themed pub quiz.
William Lees-Jones, managing director at J.W. Lees said: “Until now, J.W. Lees’ offering has focused on creating real ales and smooth beers for traditional customers.
“However a growing demand for pale ales among a younger audience has enabled J.W. Lees to expand into new markets and create a modern, refreshing and very drinkable beer.”
The zesty beverage, inspired by the city’s spirit and culture, makes for a lighter drink than traditional ale, and hopes to target a younger audience.
MPA’s bottle art takes inspiration from the fine architecture and brickwork featured around the city and hopes to become the lead beverage in the pale ale category.
“This is our biggest ale launch to date and one that we’re incredibly enthusiastic about,” Mr Lees-Jones added.
“Investing in the pale ale category is definitely taking us a step further on our mission to be the most exciting brewery in the North of England, if not the UK.”
J.W Lees has also teamed up with renowned Manchester photographer Kevin Cummins, to launch an exciting campaign based on the architecture of the city.
Branded ‘The Real Refreshing Alternative’ MPA intends to embody the essence of Manchester – youthful, fresh and innovative.
MPA is 3.7% ABV on draught and is brewed at 4.1% exclusively for bottle, and the ale is now available across all bars and pubs in the UK.
Picture courtesy of dullhunk, via Flickr, with thanks.
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