First there was ‘Build A Rocket Boys’ Elbow branded beer now we have ‘MmmHops’ beer courtesy of the boys from Hanson, who must finally be old enough to drink. Celebrity endorsements of products is not exactly a new concept and I guess it seems like a win-win situation for the brewery and the band, massive publicity all round. And ‘a percentage’ of the profits from Elbow ale are being donated to the Oxfam Famine Appeal, which can’t be knocked.
However, I find myself avoiding buying it at all costs, even if it means I’m left clutching a warm can of Carling all night. It just seems like one step too far, especially for a band like Elbow who are now clutching pitifully at what is left of their indie credentials. Well lets just hope this massive PR stunt raises lots of money for charity and is not just an elaborate excuse for bands to spend a massive amount of time in a brewery ‘tasting’ different beer blends.
Booze for bed wetter!