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Eighties rock band New Order launch beer
Eighties electronica outfit New Order has launched a golden ale, in association with Lancashire-based Moorhouse Brewery, called Stray Dog – named after a track featuring Iggy Pop on its 2015 Music Complete album.
The beer will be rolled out nationwide from mid-September
The 4.2% abv beer is described as a is a “refreshing and clean tasting golden premium ale, with hints of citrus fruit and lychee all balanced by a subtle bitterness”.
The deal was reportedly negotiated by Renegade Music, a firm also responsible for organising beer deals for fellow British bands 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.
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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.”
New Order, the iconic Manchester band, formed after the demise of Joy Division. Their combination of post-punk with electronica helped them to became one of the most critically acclaimed and influential bands of the 1980s.
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.