Madness follows Maiden into beer11th June, 2013 by Andy Young
UK music group Madness has followed the trend set by Iron Maiden and has put its name to a beer.
The band has teamed up with the Growler Brewery in Essex to create a lager-style beer, with a 4.2% abv, which is called “Gladness”.
The beer will be sold in the Nicholson’s pub chain for three months, but subsequent deals have also been signed with JD Wetherspoon and Punch Taverns and bottles of Gladness will also be available in supermarkets soon.
Rob Flanagan, the owner of the Growler Brewery, said: “It’s a joint venture. We will brew it and sell it, we will market it together and they will get a royalty.
“They are passionate about beer and were very serious about the process.
“They did their homework on us and were quite particular about what they wanted to achieve. They didn’t want to develop a beer only for fans, but one that was a good beer in its own right.”
The idea for the beer came after the band were persuaded to contact the brewery by the owner of the Dublin Castle pub in Camden, London. The band made its name in the music venue and still frequent the pub.
Suggs, the lead singer of Madness, said: “After many, many years spent in a pub discussing our ideal beer, we’re very proud of our first attempt — and we’ve got a great excuse to spend a bit more time in the pub.”
The Madness ale follows on from the success of Iron Maiden’s Trooper Ale, which launched recently and has now secured a listing in 450 Morrison’s supermarkets.