New beer launches at Viking fire festival

29th January, 2013 by Andy Young

Revellers at today’s Up Helly Aa Viking fire festival will be toasting with a new ale, which was specially crafted by northern neighbours at the Orkney Brewery.

Norseman Pale AleNorseman Pale Ale has been created by the Orkney Brewery for leading Shetland wholesale firm J. W. Gray & Co and will be widely available throughout the islands.

The Up Helly Aa Viking fire festival is a spectacular event that takes each year on Shetland and celebrates the island’s Viking heritage. Viking warriors, known as the Jarl Squad, make appearances throughout the day, which culminates in an evening fire procession and the burning of a Viking galley.

The Norseman Pale Ale’s official launch has been timed to coincide with the festival, which attracts visitors from around the world.

Norman Sinclair, managing director of the Orkney Brewery’s parent company, Sinclair Breweries Ltd, said: “We were delighted when J.W. Gray & Co approached us with the idea of producing an ale specially for the Shetland market. We wanted to craft an ale that was refreshing and drinkable, with a distinctive Shetland identity, and we’re very proud of the result.

Mr Sinclair said that whilst Norseman had been made primarily for distribution in Shetland, limited quantities of the ale would also be available at Orkney Brewery’s visitor centre.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

New Business Development Manager Nordic

Concha Y Toro
Stockholm, Sweden

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more