Independent record store chain announces partnership with award-winning brewery

Independent record store chain Rough Trade is joining forces with London based brewery Signature Brew.

The two-time Brewery of the Year Award winner is now serving beverages exclusively on draught to Rough Trade customers at the record store’s East London, Bristol, and Nottingham locations. A core range of beers will be available in stores, including Signature’s award-winning flagship collection: Studio Lager, Roadie All-Night IPA and Backstage IPA.

Rough Trade stores will also stock a selection of canned specials spanning a range of sours and porters and gluten and alcohol-free craft beers. Founded in 2011, Signature Brew often hosts music events at its brewery/ music venue in Blackhorse Road, London. It has also collaborated with music artists and record labels such as IDLES, Big Joanie and Hot Chip.

Sam McGregor, founder of Signature Brew, commented: “Rough Trade has always been an inspiration for Signature Brew, from their DIY roots and community-led approach to music, through to putting on incredible gigs in unusual spaces, and providing unforgettable experiences for fans and bands alike.

“The Signature Brew ethos could not be more aligned with Rough Trade’s, so it is an honour for our beers to be pouring in all their incredible locations. It’s a perfect partnership and we’re only just getting started - so expect incredible things!”

The partnership comes just weeks before Record Store Day, an event celebrated by independent stores and labels worldwide. Thousands of vinyl enthusiasts expected to visit Rough Trade stores on Record Store Day will have access to limited edition and exclusive records, live music shows and refreshing beverages.

Rough Trade customers can expect “more exciting ventures” from the partnership in the coming months, including, but not limited to, special events, exclusive products, and bespoke beers.

Emily Waller, UK head of brand and content at Rough Trade, added: “When looking for a new beer partner, we wanted a brand that could deliver a holistic approach to working together.

“Not only does Signature Brew make first-class fresh beer, but they also invest heavily in music culture and take great pride in nurturing an inclusive and progressive creative community backed by a can-do attitude and a passion for doing things differently.

“We couldn’t ask for a better partner to enhance our record store experience and we’re excited by what we can achieve as we grow together.”

By Matthew Neville – Senior Correspondent, Bdaily

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