The beer, Gladness, is said to be a “British take on lager” and is brewed as an ale but using only lager hops including “the Noble Tettnang leaf hop for floral aromas with a touch of spice, and Saaz hops to add a light bitterness at the end.”
Nicholson’s Pubs will be first to stock the beer exclusively across its 800-strong nationwide pub estate from now for 12 weeks. It will take a starring role in the company’s forthcoming Summer Ale Festival, which takes place until the 4 August.
“Nicholson’s Pubs is committed to developing the cask ale sector and works continuously with its brewers to create and showcase new and exciting beers,” said assistant brand manager for pubs Ben Lockwood. “We were delighted to support a great British band rooting for quality tasting ale in British pubs.”
A launch event featuring the band took place yesterday and the brewery is investing in a national advertising campaign to boost awareness of the new beer.
“After many, many years spent in a pub discussing and debating what would be our ideal beer we’re very proud of our first attempt and we’ve got a great excuse to spend a bit more time in Great British Pubs,” said Madness singer Suggs.