Band collaboration hat trick for Harvey’s
Harvey’s Brewery has teamed up with Noble Jacks to a create beer for their album launch.
Harvey’s has previously made beers for Bellowhead and Mumford & Sons. It’s now been approached by record shop and music label Union Music Store to brew a beer for the launch of the Noble Jacks debut album, What the Hammer.
“It’s all about roots,” says Union Music Store spokeswoman Stevie Freeman. “The music we promote is folk, country, Americana – roots music made by real people with real instruments.”
“Noble Jacks are a great example of traditional Sussex folk music, updated with an exciting, dance-orientated feel. Harvey’s Brewery has roots that go right down into the Sussex chalk, so teaming up with them makes so much sense for us,” adds Union Music Store’s Jamie Freeman.
The limited edition beer was made to quench the thirsts of fans attending the band’s sold out album launch party at Harvey’s Brewery cask shed last week. Called Noble Jacks Brew (5%), it combines pale and roasted malts with a mixture of Sussex hops from two separate harvests. Instead of selling the beer at the event Harvey’s decided to give it away – but collect donations for Red Nose Day instead. £800 was raised as a result.
The band’s brand of ‘rip roaring alt-folk’ is described as having roof raising energy produced by the fusing of electro-acoustic sounds with ‘upbeat, folky, footstompin’ rhythms’.
“We play a lot of parties and it celebrates the good times we share with our friends, families, tinkers, blacksmiths, farmers and farriers,” says Noble Jacks lead singer and fiddle player Will Page.
He adds: “On almost every occasion we are accompanied by a pint (or more) of Harvey’s beer which never fails to heighten the mood. We associate it with all our good times, so we thought how great it would be if they could condense and blend them all into a special beer.”
The collaboration, and the reasons behind it, are very much on trend. Hospitality industry experts say going out habits are now much more based around the desire to collect experiences, rather than simply consume food and drink. There is also a strong leaning towards anything locally made.
Drinkers who missed out on the chance to sup a can of Noble Jacks Brew at the launch can get hold of the beer through Harvey’s Brewery Shop, Lewes or order it online at www.harveys.org.uk/shop.
END of press release story
Editors' notes
► Based in Lewes, East Sussex, Harvey's Brewery was founded in 1790 and has a member of the eighth generation of the founding family currently working there. The brewery building has been a landmark in Lewes for more than 200 years.
► The brewery has previously made beers in collaboration with Mumford & Sons (in 2013 they teamed up to make Lewes Stopover Brew when the band headlined the Lewes summer festival) and Bellowhead (Bellowhead Revival was brewed in 2014 to celebrate the release of an album of the same name and their 10th anniversary as a band).
► Harvey's range of cans features Gold Bier (4%), Malt Brown (4.8%), Black Stout (4.8%) and Best Bitter (4%).
► As well as its cans, Harvey's continues to brew traditional cask ales including its iconic Best Bitter (4%), twice-winner of Champion Best Bitter at the Great British Beer Festival, and Old Ale (4.3%), declared the World's Best Mild at the World Beer Awards on three occasions, as well as favourites such as Wild Hop (3.7%) and Harvey's IPA (3.5%).
►Further details of all Harvey's beers can be found at:
https://www.harveys.org.uk/beers/cask-ales/sussex-best-bitter/
