You Am I Launch Beer Brand to Celebrate Album Reissues
Australian rock legends You Am I will celebrate their vinyl reissue campaign with a beer – their very own brand of amber fluid.
The alternative rockers today announced the cleverly-titled “Brew Am I” tipple, which will be available through Young Henry's brewers Down Under from mid-July.
Described as a “new world pale ale,” the beer apparently takes its ingredients from the home-regions of each band member -- Tim Rogers, David Lane, Andy Kent and Rusty Hopkinson.
"Capturing the spirit of You Am I in a bottle is a challenge, but one we feel equal to,” comments Richard Adamson, Young Henrys brewer and founder Richard Adamson. You Am I’s music, Adamson adds, “has inspired the brewers for many years."
You Am I are regarded as one of Australia’s greatest rock groups of its generation, a statement confirmed by their 10 ARIA Awards.
The new branded beverage will pour just as the group’s original three albums get a re-release on limited edition vinyl, also in mid-July and earlier on CD and digital formats. The celebrated sets “Sound As Ever” (1993), “Hi Fi Way” (1995) and “Hourly Daily” (1996) will arrive with gatefold sleeves, re-imagined artwork, pressed on black 180gm vinyl and mastered by Steve Smart. The vinyl recordings can be pre-ordered June 6 at the band's official Website. The group will embark on a national tour in support of the releases, starting June 19 in Hobart.
Bands and beer have a long, happy union. Hanson recently announced they would release their own beer Mmmhops to celebrate their 21st anniversary.
British heavy metal veterans Iron Maiden’s beer brand -- a traditional English ale -- has apparently been a popular drink in Sweden. Though the design of its label, which features the skeletal Eddie character, has reportedly drawn scorn from the Swedish government.