Black Sheep brewery targets music lovers

By Robyn Black

- Last updated on GMT

Black Sheep My Generation Beer Company Pete Brown launch

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Music lovers are the target of a new beer company, created by brothers Rob and Jo Theakston of the Black Sheep Brewing dynasty, and beer marketing consultant, Jonny Kirkham.

The business, dubbed the My Generation Beer Company, sits separately to the Black Sheep Brewery but is backed by both it and Kirkham.

The Publican’s Morning Advertiser​’s very own beer guru Pete Brown is also involved in the venture.

"I've been playing guitar since I was 12 years old and drinking beer for six years less," said Kirkham.

"The chance to put my two passions in life together and work with the Theakston brothers and Pete Brown is massively exciting. We want to bring good music and good beer closer together and build something genuine and meaningful."

The beers will be brewed at the Black Sheep Brewery in North Yorkshire and distributed through its current network.

The first beer, a 4.2% light straw coloured session ale called My Generation Pale Ale, will be available in Mitchells & Butlers’ Castle and Nicholson’s pubs from March, before rolling out across “selected on-trade.”

A bottled version is also in the pipeline, along with a 300ml can. Further brews will also be released in due course, said Kirkham.

A programme of activity around festivals and other music-related events is being scheduled throughout 2015 and the first brew will be the official beer of Record Store Day 2015, which takes place on 18 April.

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