‘Auld Alliance’ between Williams Bros and La Maison Du Whisky

October 18th, 2016 | Posted in:

Scottish craft brewer, Williams Bros. Brewing Co, is to produce a trio of new beers inspired by French history to help French drinks importer, La Maison Du Whisky, celebrate its 60th anniversary.

The ‘Auld Alliance’ with the Scottish brewer marks the first craft beer collaboration for La Maison Du Whisky. The limited edition range of 1,200 bottles will be brewed on the Drygate Studio Kit in Glasgow, a pilot kit designed for collaborations and small batch brews.

It will include Golden Promise (Golden Ale), Ale Deco (Brown Ale) and Second Republic Red Rye (IPA), all bottled in 500ml at 5% ABV.

Glasgow artist, John Felix, has been commissioned to produce three original label artworks inspired by the beer and French art.

Jonathan Lax, Brand & Category Manager at La Maison Du Whisky, said, “There’s a growing movement in France for people wanting to know about craft beer and actively seeking out new styles to try.

“Williams Bros are our biggest selling import beer brand and it made perfect sense for our first foray into the world of craft beer to be with Scott Williams and his team.

“The process of brewing the beer on the Drygate Studio Kit was one of collaboration and comradery; an attitude that resonates right through Glasgow.”

Scott Williams, Co-founder of Williams Bros. Brewing Co, added, “La Maison Du Whisky has long been an import ambassador of Williams Bros’ craft beers; instrumental in helping us create a global ‘Brotherhood’. Long may we keep this ‘auld alliance’ alive!”

400 tripacks, each retailing at £16.20/€18 will initially be available throughout Paris with longer term UK and Europe-wide listings rolling out in the coming months.


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