Named The Match Pint, MatchPint and ETM’s new brew, a 4.1% ABV American Pale Ale-style beer, will make its debut at Long Arm Pub & Brewery in Finsbury, north London, today (Wednesday 24 April) – the night of the Manchester derby.
The Match Pint will be available at the Long Arm Pub & Brewery – one of ETM Group’s 14 London venues – until 12 May and the conclusion of what is one of the closest Premier League title races in years.
Following important wins for both Manchester City and Liverpool against Tottenham Hotspur and Cardiff City respectively, a solitary point separates Pep Guardiola and Jurgen Klopp’s sides. Though the Reds currently top the table, City can retake the initiative and establish a two-point lead, by beating Ole Gunnar Solskjaer’s faltering Manchester United in their game in hand.
The added tension brought about by a nip-and-tuck title race is likely to yield higher footfall in Britain’s pubs according to MatchPint figures.
Search comparison data between 1-23 April 2019 reveals there have been more than 103,911 unique users searching for a pub showing Premier League football, a 50% year-on-year increase compared to searches during the equivalent time period in 2018 – when Manchester City strolled to the title with five games to spare.
ETM Group founder Ed Martin explained: “ETM is delighted to launch this special beer in collaboration with our good friends and partners at MatchPint.
“We both share a passion for great beer and watching big moments in sport in the best environments, so the partnership made perfect sense.
“This beer is particularly good and we can’t wait to share it with Long Arm Pub & Brewery’s guests alongside MatchPint’s, during this thrilling end to the season.”
MatchPint co-founder Dom Collingwood added: “There are a couple of things we hold dear here at MatchPint and, ultimately, the clue’s in the name.
“It’s been an awesome experience working with ETM to design, brew and launch The Match Pint, providing a great opportunity not only to work with one of our partners on something a bit different, but also to immerse and educate ourselves further in the brewing process.
“The team at ETM has come up with something really delicious; so much so I’m concerned it won’t last through to the season’s finale.”