To celebrate its 60th anniversary, French drinks importer, La Maison Du Whisky, is launching its first craft beer collection.
The move will form part of a collaboration with Scottish craft brewer, Williams Brothers Brewing Company.
For the collection, Williams Brothers Brewing Company will produce a trio of new beers inspired by notable eras from French history.
Brewed on the Drygate Studio Kit in Glasgow, a pilot kit designed for collaborations and small batch brews, the limited-edition 1,200 bottle run includes:
• Golden Promise - a 5% ABV Golden Ale - 500ml
• Ale Deco – a 5% ABV Brown Ale - 500ml
• Second Republic Red Rye – a 5% ABV IPA - 500ml
Glasgow artist, John Felix, is also participating in the collaboration; producing three original label artworks inspired by the beer and French art.
400 tripacks, each retailing at €18/£16.20, will initially be available throughout Paris with longer term UK and Europe-wide listings rolling out in the coming months.
Jonathan Lax, brand and category manager at La Maison Du Whisky, says: “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 Company adds: “La Maison Du Whisky has long been an import ambassador of Williams Bros’ craft beers; instrumental in helping us create a global ‘Brotherhood’."
"We wish La Maison Du Whisky every success for the next 60 years to come and long may we keep this ‘auld alliance’ alive!"
1 November 2016 - Sam Coyne The Drinks Report, editorial assistant