Best served with Music
What is is?
Legendary record label Island Records are launching an exciting new music inspired beer to the UK craft beer market. The 4.5% Session IPA beer is bursting with juicy hop aromas with flavours of citrus and tropical fruits, brimming with positive vibrations. Developed by Sound Waves brewed by Two Tribes and marketed by Boutique Bar Brands the Island Records Session IPA is a wonderful addition to the craft beer scene.
In November 2014, Robin Pearson, an aspiring brewer and music lover, was signed by Island Records to brew a signature Session IPA beer. Robin’s hoppy creations, brewed under the SoundWaves Brewing brand set up earlier that year had caught the attention of Island Records’ Senior Marketing Director, who asked him to try and capture the flavour of the Label.
“I was approached and asked to design a beer that would reflect the brand, the history and the artists on Island Records” said Robin. “I decided on a Session IPA to give the beer a bright tropical and citrus fruit flavor that picks up on the Jamaican heritage and the palm tree logo that defines the label. I also thought the idea of a “Session IPA” sits well with a beer for a record label. Obviously the word “session” itself has musical connotations that fits well with the project.”
The first batch brewed in his converted shed in Hove last December was an instant hit with Island Records artists, suppliers and friends of the label, as well as pubs, clubs, bars and specialist shops around Brighton which sold out in a matter of days. Island Records Session IPA also picked up great reviews from the craft beer community on sites like Untapped, so due to increased consumer demand Robin needed to find an independent commercial brewery to help scale production to cope with the volumes needed. After considerable research and a lucky twist of fate, Robin partnered with Two Tribes brewery which is owned by Justin Deighton, a producer / remixer and founder of iconic independent label Pacific Records with a string of remixes under his belt. After DJing worldwide in the early 90’s, Justin landed in a mash tun and set up Two Tribes brewery with the aim of working with like-minded creatives to produce outstanding craft beers. The synergy of music and brewing was a perfect match for Two Tribes’ ethos.
“I see a lot of similarities with the current craft beer scene and the dance music explosion of the nineties. People are able to develop beers on a small scale without needing big budgets and sell it into independent pubs/bars. This is exactly what happened with the dance music scene, djs were able to make tracks and press up 1000 records on small budgets and go around selling into the independent record stores. This is what shapes the scene.” Says Justin.
“Two Tribes helped me take the beer to the next level” says Robin and together they worked to create a beer that truly shines.
Best Served with Music
Island Records Session IPA is “Best Served With Music” so the team behind it have created three bespoke Spotify playlists to deliver the perfect soundtrack for your drinking pleasure. Whether you are relaxing after a stressful day, hosting a party or looking for some new music or a lost classic from the eclectic and diverse Island catalogue, there is music for every mood or occasion. The IRSIPA.com website will host three playlists: ‘When The Sun Hits The Water’ – sunset reggae and acoustic cuts from Toots & The Maytals and Kiko Bun to Hozier and Nick Drake, ‘Slave To The Rhythm’ – party grooves from Grace Jones and Tom Tom Club to Disclosure and DJ Shadow, and ‘A Taste Of Island’ which tells the story of the iconic label from its roots with Bob Marley and U2 to modern day acts such as Florence + The Machine and Mumford & Sons. Over time consumers will be encouraged to suggest their own favourites to make a fourth playlist
“ As a lover of music and craft beer and understanding our heritage of pushing boundaries and innovation it seemed the most natural thing to create our own beer and accompanying Spotify playlists. Partnering with a talented craft brewer is an extension of the A&R process for us and an example of how we nurture and invest in the creative community” – Glenn Cooper, Senior Marketing Director – Island Records
How can I get it?
The groundwork has been laid and the excitement and energy around the beer is building. Boutique Bar Brands, a London based drinks agency at the forefront of the UK craft beer industry, will be responsible for developing sales of the beer in the UK and export markets. Boutique Bar Brands specialise in marketing drinks brands and have extensive experience seeding brands into the UK market.
“Boutique Bar Brands have been involved from an early stage on this exciting project. It was very interesting to understand, and help shape the vision, that Island Records had for the beer. After months of hard work with Sound Waves, Two Tribes and the Island Records team we feel as though we have got a beer that can really go places both here and abroad. The response so far to the beer and the branding has been great and we aim to have major wholesalers stocking soon.” Phil Harding, Director – Boutique Bar Brands
Island Records Session IPA will be available in selected pubs, bars, restaurants. For more information and a list of stockists go to www.IRSIPA.com
If you would like samples or you are interesting in stocking Island Records Session IPA 4.5% in cans or kegs please contact Boutique Bar Brands.
The cans are also available on line via Ales by Mail – alesbymail.co.uk
Social and More Information
About Island Records
The Island label has been responsible for the careers of some of the biggest stars in music including U2, Bob Marley, Cat Stevens, Traffic, Free, Fairport Convention, Nick Drake, Sandy Denny, Toots & The Maytals, John Martyn, Marianne Faithfull, Aswad, Tom Waits, King Sunny Ade, Third World, Roxy Music, Robert Palmer, the B52s, Sly & Robbie, Melissa Etheridge, The Slits, Steel Pulse, Grace Jones, Tom Tom Club, Pulp, Tricky, Talvin Singh, and latterly Amy Winehouse, PJ Harvey, DJ Shadow, Keane, Mumford & Sons, Paul Weller, Portishead, Florence + The Machine, Ben Howard, Bombay Bicycle Club, Jessie J, Dizzee Rascal and Disclosure.
Island Records is a division of Universal Music Group
ABOUT UNIVERSAL MUSIC GROUP
Universal Music Group is the global music leader, with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, one of the industry’s premier music publishing operations worldwide.
Universal Music Group is a fully owned subsidiary of Vivendi.