At the start of this year, Signature Brew found itself in a similar situation to so many other breweries around the world. It had only recently moved into its new, state-of-the-art brewery in East London, and was riding a wave of success off of that growth. But by March, the coronavirus pandemic forced the brewery to halt operations altogether. It was a daunting time for everyone in the beer industry, but of course other industries were affected, too.
With venues closed and festivals canceled, musicians had tours scrapped overnight, leaving thousands out of work and not knowing where their next gig would come from. Collaborations with bands and artists helped Signature Brew grow in its early days, and this was the brewery’s chance to repay the favor.
Efforts began with Signature’s popular “pub in a box” concept. As well as being a way to shift its own beers to people stuck at home during the U.K.’s spring national lockdown, the promotion meant the brewery could team up with bands to create Spotify playlists, and with music journalists to create quizzes to go along with the cans and bar snacks included in the box. Signature even hired out-of-work musicians to deliver the boxes.
By the end of the first lockdown in the summer, Signature Brew didn’t waste time, and had already signed up bands to play live, socially distanced gigs at the brewery. Every show sold out almost immediately. Seán McGowan, a singer/songwriter from Southampton, England, was one of those lucky artists able to play among the fermenters. “Probably one of the coolest shows I’ve played actually,” he says. “To keep the atmosphere whilst working within guidelines was some achievement on their behalf. Loved it.” I got to experience the shows myself, and in a year of adjustments and change, those nights felt like some of the most comfortingly normal of the whole pandemic.
Signature also brewed collaboration beers with the likes of Idles, The Darkness, and DRS & Dynamite. And its industry-supporting efforts continued with its participation in the worldwide All Together campaign, spearheaded by New York’s Other Half, which aimed to raise funds for struggling workers within the hospitality industry. It even teamed up with Manchester Punk Festival to support NHS charities with the special-edition Nightingale Pale Ale.
Signature Brew was founded on the belief that good music deserves good beer. Nearly a decade later, its owners are now fighting for the idea that good beer deserves good music.
Words,Sean McEmerson