The bakery serves a total of six bread varieties, and each creation shares ingredients with a particular AB InBev beer brand, including Corona, Stella Artois, Budweiser, Becks Vier, Leffe and Hoegaarden.
Bringing together the traditional British pub and the artisan bakery, the rustic east London pop-up showcases the bread offering along one of its walls, meanwhile a bar serving the six beer varieties is located opposite.
Customers are encouraged to sample a loaf or two, choose a complementary beer and take a seat in the space to enjoy the true bread and beer experience. The loaves are available for purchase between £3.00 and £3.50.
AB InBev has partnered with Tom and Henry Herbert of The Fabulous Baker Brothers to create the six breads.
- Spelt and Barley Pineapple Soda Bread - contains chunks of pineapple and a hoppy undertone that is designed to match the flavour profile of Stella Artois
- Blond Sourdough – contains a hint of malt, and is stone baked to bring the flavours of Leffe Blond to life.
- Spiced Orange and Coriander All Butter Brioche – takes its inspiration from the Hoegaarden beer, and is made using nutmeg and cloves. It is served as six glazed buns.
- Sea Salt and Lime Encrusted Cornbread – is designed to complement Corona beer, and is sprinkled with coarse maze.
- Bud Tiger Bread – the loaf's tiger stripes are created using a coating that contains ingredients used to produce Budweiser beer.
- Apple, Walnut, Barley and Malted Wheat Seeded Loaf - is designed to be paired with Beck’s Vier.
The concept has been delivered with Golin, and the agency is also handling PR around the pop-up.
Hugo Anderson, brewmaster at AB InBev, said: "I have been in the industry more than 36 years and I still marvel at the beauty of beer. Just a few natural ingredients – barley, yeast, hops and water – and you can make a vast array of wonderful tasting beers, each with its own individual, subtle flavour.
"This is the same with bread. Beer and bread really are a naturally perfect match."
Tom Herbert added: "Beer and breads share a natural history that dates back as far as 6,000BC. As passionate bakers – and beer drinkers – we were immediately excited to be part of The Beer Bakery.
"We can’t wait to hear what the public think of the beer bread range; hopefully they are tempted to raise a glass and also have a go at baking themselves."
AB InBev announced its plans to open the bakery at the beginning of the month. The pop-up will remain open until Saturday (31 October), at which point the breads will be available for purchase online via the Fabulous Baker Brothers website.
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