Love it or hate it
It’s been a while since we featured a quirky canned beer combination, so here’s one which is (possibly) the most divisive beer out there. Camden Town Brewery has partnered with the UK’s most loved, and hated, spread – Marmite – to launch Camden Marmite Ale.
The new ale has been brewed with real Marmite for a punchy taste. Heaven for lovers of the spread but not for the haters.
To create the beer, Camden Town Berewery started with a combination of pilsner, Munich, Perle hops and smoked Rauch malt – one of the most divisive styles in brewing – then added Marmite.
Interestingly, Marmite is a by-product of the beer brewing process, with most of the yeast produced in the UK then going onto produce the toast topping spread.
The pairing of a smoked beer with the umami flavours found in the spread means consumers can expect initial upfront aromas of oak-smoked malt, followed by a full malty presence with the salinity and yeasty elements of the Marmite, all balanced by the sweet Munich malt.
Ashleigh Amos, head of brand experience and partnerships at Camden Town Brewery, said: “We couldn’t be more excited to bring all the lovers out there this brand new beer. As lovers ourselves, joining forces with Marmite is an amazing opportunity to really show off our brewing credentials.
“Marmite is such an iconic brand that’s been dividing the nation for over 100 years.”
Sophie Allan, brand manager at Marmite, said: “Marmite fans love it when we surprise them and put their favourite yeasty spread into new products, and this will be no exception.
“It’s no secret that our favourite toast-topper originates from brewer’s yeast, so we’ve simply gone full circle and put Marmite back into beer. Whether you’re a lover or a hater, this distinctive Camden Marmite Ale will be one your tastebuds will remember.”
This limited-edition collaboration has been stocked in cans by the brewery at major UK retailers from 13 September.
- Jill Sayles, CanTech International editor.
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