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Lamb Of God launch alcohol-free beer with BrewDog
By Andy Malt | Published on Wednesday 15 April 2020
Bands collaborating with beer makers is nothing new. But what if you want the experience of a band smashing your hearing and taste senses at the same time without getting drunk? It’s a pretty underserved market, but if that’s you, you do now have a single option. Lamb Of God have launched an non-alcoholic beer with Brewdog.
“In my not-so-humble opinion, this is the best non-alcoholic beer ever made, period”, says Lamb Of God frontman Randy Blythe, who has been sober for ten years. “It was conceived, designed and first tasted while on tour – music drove it into existence. Right now is a strange time for everyone, but we’re stoked to provide a non-alcoholic option for those who want to have a brew while cranking some tunes safely at home”.
Named Ghost Walker, the beer is currently only available in the US. It’s “a liquid celebration of clarity in the face of adversity”, says Brewdog. “We’ve muted the alcohol, but amped up the flavour. So all the thrash, all the passion, and all the attitude remain”.
In a video promoting the drink, Blythe says: “My hope with this collaborative beer is that we’re going to be able to create new experiences for people … We have a chance to be the impetus for a broadening of the culture, creating a new culture for people who [don’t’ drink but] still enjoy beer … As someone who doesn’t drink, I’m not anti-alcohol. [But] for us to be able to provide that for people who don’t drink is awesome”.
In January this year, BrewDog launched the BrewDog AF Bar in London, which it claims is the world’s first alcohol-free beer bar – offering fifteen different draft non-alcoholic craft beers. Presumably, when going to bars is a thing again, this will be number sixteen. The company has said that this initial bar is a pilot, with hopes to expand the concept around the UK and Europe.
