Frankly, it’s quite a logical step and you wonder why more bands haven’t done it. Self professed boozehounds Elbow – who are set to hit Aussie shores in a matter of days for the Splendour In The Grass Festival and sideshows – have announced that they’re launching their own line of beer. Named Build a Rocket Boys!, after their latest album, the beer is made in the British bitter tradition, as a limited-edition premium session bitter.

Guy Garvey and bandmates say they are “proud supporters of traditional British real ale”, according to the plug on their website. They’ve teamed up with local brewers Robinsons of Stockport to create their own malted barley booze which they say has “a rich, rounded body, smooth bitterness, subtle tang of malt and fruity aroma” and expect to launch it at a food and wine festival in Manchester in October as well as releasing it to selected pubs.

Building on the amazing success of their recent albums, the band are no doubt going to be requesting it on their riders where possible and hopefully doing dodgy cross promotional deals with the brewery. We know we would! Unleashed in January, Elbow’s latest studio album hit No 2 in the UK, and while they wait to find out next week whether Build a Rocket Boys! Picks up a nomination for the Mercury prize, which the band won in 2008 with their album The Seldom Seen Kid, they’ll be no doubt doing a lot of judging of Aussie beer brands as they tour down under.

PERTH METRO CITY MONDAY JULY 25
MELBOURNE PALACE THEATRE WEDNESDAY JULY 27 sold out
MELBOURNE PALACE THEATRE THURSDAY JULY 28 2nd show
SYDNEY ENMORE THEATRE FRIDAY JULY 29

Also appearing at Splendour In The Grass