The initial plan with Signature Brew is still the company’s tagline today – brewing with music. Tom and Sam wanted to get musicians and bands involved in the brewing process – in effect making collaborations with them. Tom explains: “We figured that by doing that we’d create beer that was different and also ones that artists would be enthusiastic about and pass that enthusiasm onto their fans – our target audience.” The pair began working with various local bands in London and selling the beers they had made at their gigs – if they couldn’t do that then they’d run after parties for the gigs of those bands. It was a hugely successful way of getting Signature Brew to market and getting the word of mouth started to spread its name. This was in 2011 and in those early days, things could be quite cyclical for the business. They’d work on a project, tour with the band selling and promoting it for a period of weeks and then it would all be over. In 2013, with things going well and Tom and Sam wanting to create a more stable base, they launched a core range of beers, which still stands strong and grows today. It includes E.P. – an extra pale ale, Roadie – an all-night IPA, Studio Pilsner, Studio Vienna, Backstage IPA, Nightliner – a coffee porter and Stagediver – a double IPA. But the brand still maintains it’s ‘brewing with music’ ethos and works on several band collaborations a year, as Tom explains. “We’ve worked with quite a wide variety of artists, we were conscious we didn’t want it to be too male or rock music dominated. But
what makes it different is that the band really do get involved in the creative experience from start to finish. I’m sure there are some instances where bands have just whacked their name on a product knowing very little about it, but how we brew with them is very different. We want the bands to be part of the beer because they are the ones who are going to take it on tour and we want them to be able to say why it is what it is.” Throughout its history, Signature has worked with has worked with Enter Shikari, Professor Green, Frank Turner, Mastadon, Slaves and many others in a bid to bring beer and music even closer together. But whoever the artist, the process starts with them heading down to Signature HQ in Stratford, northeast London and sitting down with the team.