Salford brewery teams up with Chicago Town for International Beer & Pizza day
As if you haven’t got it down on your calendar already marked with a big red circle, 9th October is International Beer & Pizza Day. So to celebrate this momentous occasion, Chicago Town has launched its very own limited edition pizza flavoured beer in partnership with their friends at Salford-based brewery, Seven Bro7hers.
Hops were added to give it a smoky salami bitterness
After a recent poll conducted by Chicago Town revealed that 75.5% of people who enjoy alcohol with their pizza would choose beer as the ideal accompaniment, they decided to find a way to create the perfect match.
‘Show Me The Honey’, is a new brew that has taken its inspiration from Chicago Town’s new stuffed crust Sweet Honey BBQ Salami Takeaway pizza.
The beer was developed by the Seven Bro7hers brewing team to replicate the sweet flavours of the new pizza which features a tomato sauce filled crust and is topped with sweet honey BBQ sauce, a blend of mozzarella and red cheddar, salami and red onions. You’ll be glad to hear that they’ve focussed more on the sweet honey flavours rather than the savoury notes of cheese or onion, so the honey flavour really comes through to match the pizza’s honey BBQ sauce.
Seven Bro7hers Brewing Co was founded in 2014 by McAvoy brothers, Guy, Keith, Luke, Daniel, Nathan, Kit, and Greg, inspired by their dad’s home-brewing in their cellar at home.
The Salford based craft brewery also has a Taproom and two beer houses in Manchester (including Middlewood Locks), with another site opening in Liverpool this winter. They will also be opening a partnership bar in Manchester Airport’s new terminal two when it reopens as part of a 10-year deal.
This isn’t the first successful big brand collaboration for the brewery. At the end of 2018, an environmentally friendly collaboration with cereal giant Kellogg’s, where the Salford brewery turned its rejected waste Corn Flakes into a ‘Throw Away IPA’ made headlines around the world. Six months later, Seven Bro7hers and Kellogg’s partnered up once again to create ‘Sling it out Stout,’ a Coco Pop Stout, and ‘Cast off Pale Ale,’ a double-hopped Rice Krispie ale.
Chicago Town spokesperson, Rachel Bradshaw, said: “As we saw in our poll, beer is the most popular alcoholic drink to accompany a slice of pizza. So, what better way to celebrate International Beer & Pizza Day than to create a beer inspired by the bold flavours of our new Stuffed Crust Takeaway Sweet Honey BBQ Salami. Introducing Show Me The Honey. This beer is only around for a limited time, so pizza fans need to act fast to try this sweet combination together.”
International Beer & Pizza Day provides a guilt free excuse to indulge in a perfect casual culinary partnership so you can enjoy a fully loaded, indulgent pizza alongside a crisp, cold pint.
On the new flavour beer, Seven Bro7hers brewer, Jack Dixon said: “Chicago Town’s new pizza is bursting with bold flavours, from its tomato stuffed crust to sweet honey BBQ sauce. We were keen to replicate the pizza’s aroma and taste in the flavour profile of Show Me The Honey. To capture the perfect pairing, the team sampled each of the toppings here in the brewery and mapped out the brew based on the flavour notes we needed to hit.
“Chicago Town pizza dough is made fresh every day in its bakery so was easy to replicate with yeast, the base for any beer. Hops were added to give it a smoky salami bitterness, but not too late in the boil as we didn’t want it to overpower the honeycomb malt syrups. These syrups are added to replicate the sweet, yet tangy, honey BBQ sauce found on the pizza.”
So that customers can enjoy the harmonious flavours of the two products together, Chicago Town is offering the first 100 customers to purchase the new Show Me The Honey beer, a voucher to pick up a FREE Chicago Town Sweet Honey BBQ Salami pizza. But you’ll have to be quick if you want to try it, because Show me The Honey pizza beer is only available until October 31st.
To really hit the sweet spot, try both products together. Crust us, you won’t regret it….
The new Stuffed Crust Takeaway Sweet Honey BBQ Salami pizza can be purchased in most major supermarkets including Amazon, ASDA, Farmfoods, Iceland, Ocado, Tesco and Morrisons at the MRRP of £4.49. For further details, see www.chicagotown.com/blog/honey
The SEVEN BRO7HERS Show Me The Honey beer can be purchased via its online beer shop and is only available until 31 October 2020.