Hydes toasts Oasis homecoming gigs with tribute beer
Hydes Brewery is cashing in on the band’s reunion with a limited-edition ale, but branding agency Hop Forward issues a word of caution for brands wanting to piggyback on big cultural events.
Hydes Brewery is bringing back its Oasis-inspired brew, Definitely Not Maybe, in time for the Manchester band’s hotly anticipated summer reunion shows.
The drink will be available in Hydes pubs across Greater Manchester throughout the run of the band’s Heaton Park performances between 11 to 20 July.
The family-run brewery first launched the 3.8% ABV blonde ale in 2023 as part of its seasonal beer range paying homage to “legendary” local artists.
Adam Mayers, managing director of Hydes Brewery, said: “Oasis is synonymous with Manchester, and with the band returning for these landmark gigs, it felt only right to raise a glass to them.”
Hop ‘n’ Roll
The drink is brewed with a blend of malt, wheat and flaked rice. It’s packed with Citra hops, and packs a zingy, citrus punch meant to mimic the gutsy attitude of the band it celebrates.
Mayers said the Salford-based operator was “incredibly excited” to bring back Definitely Not Maybe for a limited time.
“This ale is our tribute to the band’s legacy and to the city that shaped them, best enjoyed in the heart of Manchester with fellow fans,” he added.
The Oasis Live ‘25 tour was the biggest concert launch ever seen in the UK and Ireland.
Last summer, more than 10 million fans from 158 countries queued to snap up tickets, with around 900,000 sold.
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Fans flocked from as far as Peru, Japan and America for the Gallagher brothers’ opening night in Cardiff on 4 July.
The concert in Principality Stadium marked Oasis’ first gig in 16 years.
Riding the wave, without risking the law
For Nick Law, creative director of brewery branding agency Hop Forward, leveraging pop culture as a marketing tool can be a savvy move.
Speaking to the drinks business, he said: “It’s a good thing for breweries to carefully and selectively piggyback off of big events like the Oasis concerts, or whatever the occasion is.
“You see a lot of breweries, when things like that happen culturally, trying to make the most of it. Some will brew a special beer for the occasion, a lot will just rebrand something to ride the wave of that special interest.”
However, Law cautioned breweries to be wary of legal pitfalls like copyright infringement.
“You’ve got to work with whoever your designer is very carefully to implement that in a way that’s not going to step on anyone’s toes,” he warned.
To avoid these issues, he suggested several strategies, including alluding to the band rather than directly referencing them,
He also advised brewers to commission original artwork for branding as opposed to just slapping on the band’s logo.
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