AB InBev combines beer and bread with pop-up bakery concept

AB InBev, the brewing company with a portfolio of brands including Stella Artois, Budweiser and Corona, is set to open a beer-inspired bakery in east London.

The AB InBev Beer Bakery will open for five days on 27 October (thebeerbakery.co.uk)
The AB InBev Beer Bakery will open for five days on 27 October (thebeerbakery.co.uk)

Open for five days from 27 October, The Beer Bakery pop-up will serve a range of 'beer breads' that contain natural ingredients typically found in the company’s range of beers, such as hops and malt.

Visitors to the venue, which will be decorated so as to combine elements of both a bakery and a pub, will be invited to pair the baked goods with brewed beverages by AB InBev brands. 

The company has teamed up with Tom and Henry Herbert of the Fabulous Baker Brothers, who have developed recipes that shine the spotlight on each beer’s natural ingredients.

The products will be made at their Hobbs House Bakery premises in Chipping Sodbury and transported to The Beer Bakery. 

The one-off concept seeks to highlight the relationship between beer and bread, offering visitors the chance to discover the similarities that they share. 

The pop-up will be situated at 186 Hackney Road, Hoxton. Entry is free, with opening hours spanning 12pm to 8pm throughout the five days. 

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