Electronic rock band New Order taps into the beer business

British rockers New Order are set to be the next band to make their way into the alcoholic beverage market with the release of Stray Dog, a golden ale of 4.2% strength.

Named after a song from their 2015 album Music Complete, the beer is being released in partnership with Moorhouse’s Brewery in Burnley.

The beer offers “hints of citrus fruit and lychee, all balanced by a subtle bitterness.”

“It’s been a pleasure to work with Moorhouse’s of Burnley on our first foray into the brewing business,” New Order said in a statement on their website. “Even more so that they’re celebrating their 150th anniversary, and have such a rich heritage in the north west.”

straydog

The beer will be sold in Mitchell & Butlers pubs from this year’s August Bank Holiday weekend (August 27) onwards, and will be rolled out throughout the US in September 2016.

The beer will be launched officially at a special New Order-themed evening at The Sawyer’s Arms in Manchester on Bank Holiday Sunday 28th August from 7pm, with DJs and competitions to win special merchandise.