Independent record store chain Rough Trade has joined forces with London-based Signature Brew in a deal that sees beers stocked in Rough Trade shops.
The two-time brewery of the year is serving beers exclusively on draught to Rough Trade customers at the record label’s East London, Bristol, and Nottingham locations.
A core range of beers will be available in stores, including Signature’s award-winning flagship collection — Studio Lager, Roadie All-Night IPA, and Backstage IPA. Rough Trade stores will also stock a selection of canned specials across many beer styles.
Founded in 2011, Signature Brew takes pride in its mission to unite people through the power of fresh beer, great music, and unforgettable experiences. It often hosts music events at its brewery/music venue in Blackhorse Road, London.
But the links to music don’t end there. Signature Brew has collaborated with many music artists and record labels, such as Enter Shikari, Hot Chip, The Darkness, Sports Team, IDLES, Alt-J, Frank Turner, and Hospital Records to name but a few.
Sam McGregor, founder of Signature Brew, said: “Rough Trade has always been an inspiration for Signature Brew, from their DIY roots and community-led approach to music, through to putting on incredible gigs in unusual spaces, and providing unforgettable experiences for fans and bands alike.
“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. It’s a perfect partnership and we’re only just getting started, so expect incredible things!”
The partnership comes just weeks before Record Store Day, an event celebrated by independent stores and labels worldwide. Rough Trade customers can expect more exciting ventures from the partnership in the coming months, including, but not limited to, special events, exclusive products, and bespoke beers.
“When looking for a beer partner, we wanted a brand that could deliver a holistic approach to working together,” said Emily Waller, UK head of brand and content at Rough Trade.
“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.”