Signature Brew announces partnership with Rough Trade

East London brewery Signature Brew has joined forces with record store chain Rough Trade on a series of special events, products and bespoke beers.

Sam McGregor, founder of Signature Brew, noted that fans of the two businesses should “expect incredible things” from the partnership.

He said: “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.”

The partnership will see Rough Trade and Signature Brew collaborate on special events, exclusive products and bespoke beers in the coming months.

The Walthamstow-based brewery 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 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.

Signature Brew was founded in 2011 under the concept of bringing beer and music together in one space. The brewery has collaborated with a number of music artists and record labels in the past, including IDLES, Big Joanie and Hot Chip.

Emily Waller, UK head of brand and content at Rough Trade, commented: “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.”