Rolling Stone launches socially conscious beer with Young Henrys
Music and culture publisher Rolling Stone has joined with Australian brewer Young Henrys to launch its own brand of beer.
The Unifier has been brewed as a hazy pale ale, and is Rolling Stone’s first beer collaboration to be led by the Australian team in partnership with a local brand. It will be distributed around the country, both in can form and on tap.
A percentage of proceeds from the beer’s sales will go to organisations assisting the community in Australia including the Dylan Alcott Foundation, Support Act and Autism Camp Australia.
Tennis star and radio host Dylan Alcott, plus musicians Murray Cook, Patience Hodgson and Amy Shark, have all come on board as ambassadors to call awareness to The Unifier’s purpose.
Rolling Stone president and COO, Gus Wenner, said the collaboration will produce “a beer that not only honours our heritage but also reminds today’s generation that history is still in the making”.
Young Henrys co-founder Oscar McMahon added that the two organisations shared core values, making collaborating easy.
“It’s no secret that the Young Henrys family is made up of dyed-in-the-wool music lovers who embrace all that music is, was and represents within society and culture. So, we made a beer with Rolling Stone that honours that sentiment,” he said.
Rolling Stone Australia, published by The Brag Media, will promote the product in the local market. The Brag Media has confirmed that there will be ads running once the display is locked.
The publisher has also unveiled a microsite as part of the collaboration, which includes an in-depth look at the collaboration, as well as an exclusive animated video by Robert Grieves about music’s role in unifying the world throughout history.
Brag Media CEO, Luke Girgis, said: “Young Henrys love for music runs through their brewery and history, so we are thrilled that they are crafting the first-ever Rolling Stone beer in Australia and sharing it with music fans across the country.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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Gus Wenner
Luke Girgis
Oscar McMahon
Rolling Stone
Rolling Stone Australia
The Brag Media
Young Henrys
