Seminal rock band New Order have collaborated on a new release – a beer with Burnley brewery Moorhouse’s.
The Manchester music pioneers have lent their name to a golden premium ale “Stray Dog”, crafted at Moorhouse’s Accrington Road brewery in conjunction with London music marketing consultancy Renegade Music.
Moorhouse’s sales director Mark Boardman said: “Stray Dog is a terrific addition to Moorhouse’s portfolio and a significant brand milestone to follow up our successful 150th anniversary last year.
“We expect it to play well with our own followers, New Order fans, and in today’s fast moving craft ale marketplace, which increasingly appeals to a younger audience.
“We are a traditional brewery with a very modern style, and Stray Dog has been developed by head brewer Dan Casaru to champion this outlook.
“This exciting collaboration with New Order and Renegade reflects our real determination to develop business with creative initiatives, and meet the growing demand for quality, interesting ales.”
The beer will be available in cask nationwide from September, with a 500ml bottled variant to follow later.
• New Order were formed in 1980 after the demise of previous band Joy Division.
Legendary Manchester music mogul Tony Wilson signed them to his record label Factory Records, which together with nightclub The Haçienda went on to play a central role in the “Madchester” scene of the late 1980s.
A statement from the band said: “It’s been a pleasure to work with Moorhouse’s of Burnley on our first foray into the brewing business.
“Even more so that the brewery is celebrating its 150th anniversary, and has such a rich heritage in the North-West.”