Moshen have announced a partnership with multi-platinum selling Manchester band elbow

Moshen have announced a partnership with multi-platinum selling Manchester band elbow and Robinsons brewery to launch an exclusive ale with the elbow brand.

Moshen already work closely with the Stockport based brewers on their digital development strategy and are delighted to be involved in this exciting new project. The ‘build a rocket boys!’ ale will be launched later this year and Moshen will be heavily involved in the digital marketing of the beer by building an exclusive website and e-commerce solution as well as providing full social media support.

The Lancaster based digital media and marketing company’s creative team will also design the elbow beer branding for pump clips and beer bottles.

Ian Howarth, Moshen’s Creative Director is delighted to be involved in the elbow beer project:

John Robinson, Brand Manager at Robinsons Brewery said: “We are delighted to partner elbow - not only do they genuinely enjoy a good pint of cask ale, but their fans comfortably fit the profile of our core customers. We’re looking forward to pulling the first pint of ‘build a rocket boys!’ at its official launch at the Manchester Food & Drink Festival in October”.

The concept has been realised by music marketing and PR company Renegade on behalf of client Fiction/Universal Records.

Renegade MD Chris Smith commented “We have been involved in promoting elbow at clubs, university and retail level for many years, and when I unintentionally discovered the band were real ale fans, the opportunity to create a new beer was too good to miss. To our knowledge, this is the first time an original cask beer has been brewed for a band to their own specifications, and after speaking to most breweries in the North West, Robinsons were the ideal partner being so close to Manchester, of excellent reputation, and most importantly fans of elbow!”

Liz Goodwin, Head of Marketing at Polydor Records commented “This is a really exciting first for us here at Fiction – it’s going to be great fun launching the beer and it coincides brilliantly around the second phase of the ‘build a rocket boys!’ album campaign. We hope that real ale drinkers and elbow fans love it as much as we do.”

‘build a rocket boys!’ ale will be available in selected pubs across the 400-strong Robinsons pub estate throughout September and October and sold during Freshers’ Weeks in universities across the North West area. It will also be available across selected free trade outlets nationally, while stocks last.

The campaign will be supported with point of sale materials across Robinsons’ pubs and website, via the elbow website and fan base, with a strong presence across Face book and Twitter social networking communities.