CIRKLE – AUNT BESSIE’S
All hail Aunt Bessie’s 'Roast Dinner Ale'
We worked with our friends at Leeds-based brewery, Northern Monk and Sunday Roast staple, Hull-based Aunt Bessie’s.
Two iconic Northern brands came together in a unique collaboration that resulted in a ‘first’ – a two course roast dinner … in beer form!
With so many people unable to enjoy a full roast with family and friends during lockdown, the partnership created a unique beer experience that replicated the flavours of a roast dinner and dessert. The 5.7% ‘Roast Dinner Brown Ale’ was brewed with the much loved Aunt Bessie’s Yorkshire puddings and roast potatoes, and the 5% ‘Jam & Custard Pale Ale’ harnessed the taste of Aunt Bessie’s iconic Jam Roly Poly.
Media loved the concept, the taste and the story, resulting in high share of voice editorial including the The Sun, Metro, LadBible as well as the most influential title in the food & drink industry – The Grocer.
Importantly, consumers loved it too as the products sold out within 48 hours of going on sale, on Northern Monk’s online shop!
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