These new Signature Brew beers have been created by the East London brewery in partnership with Amazon Music and Mitchell's & Butlers to help celebrate the 30th anniversary of Oasis' iconic (What's The Story) Morning Glory? album.
The beers come in three varieties including the Live Forever Lager, Champagne Supernova IPA and the Morning Glory Session IPA. The beers are each branded with the band's album cover imagery in mind and have only been brewed for an exclusive event that took place on October 17, 2025 in Soho.
Managing Director and Founder Tom Bott spoke on the new Signature Brew beers saying, 'We’re used to working with and celebrating the very best in music, but working with Oasis represents a real pinnacle moment for us. Live Forever Lager, Morning Glory Session IPA and Champagne Supernova IPA are our homages to the British indie legends, and having lived and breathed it at Wembley in July, I can say first-hand they’re still at the absolute top of their game.”
Why This Trend Is Growing
- Music-inspired Craft Beverages
- Collaborations between the music industry and craft beverage producers are creating unique products that resonate with fans and collectors alike.
- Event-exclusive Releases
- Limited edition product releases at exclusive events are generating heightened demand and buzz among consumers seeking unique experiences.
- Branded Pop-culture Merchandise
- Leveraging iconic album imagery in beer branding taps into nostalgia and creates a visual identity that appeals to both music and beverage enthusiasts.
Industries Being Reshaped
- Craft Beer and Microbreweries
- Partnerships with popular music acts are offering microbreweries novel opportunities to craft specialized beers that stand out in a crowded market.
- Music and Entertainment
- The integration of consumer goods with music icons is expanding the traditional boundaries of merchandise and fan engagement.
- Event Management
- Exclusive product launches at events are transforming how brands engage with audiences, creating memorable experiences tied to a specific time and place.
