Further proving they are ahead of their competition, Lamb Of God is raising the bar for album marketing with a non-alcoholic beer.
In today’s crowded music marketplace, every artists needs to think outside the box of traditional promotion. Marketing determines the success of a record long before its release, and those who stand to reach the most listeners are the ones willing to take a chance by setting themselves apart from their peers. Lamb Of God has always been a great example of these efforts, and their latest move is no exception.
Scottish craft brewer BrewDog and Lamb Of God have revealed the release of the world’s first non-alcoholic collaboration beer, Ghost Walker. The announcement was originally planned for the start of the band’s global tour that would have begun this spring, but, as a result of COVID-19 and the postponing of their European tour, BrewDog and LAMB OF GOD decided to launch their collaboration with the video premiere of the band’s most recent live performance of their song “Ghost Walking.” The live video, filmed at Lamb Of God’s performance at House of Vans in Chicago on February 14, premiered online today, April 14, to give music fans around the world an opportunity to virtually come together in these uncertain times.
As of today, the beer is available in BrewDog’s online shop for shipping anywhere in the world.
LAMB OF GOD vocalist Randy Blythe commented:
“The idea of a collaboration hatched when Willie Adler and I visited a BrewDog bar in Columbus on a tour day off to sample a few pints of their non-alcoholic beer with the brewery team. Countless bands have done beer collaborations, but we are the world’s first non-alcoholic one. In my not-so-humble opinion, this is the best non-alcoholic beer ever made, PERIOD. 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. We hope you enjoy our performance and we will see you on the road as soon as possible.”
BrewDog co-founder James Watt commented:
“This collaboration is our most epic to date. It is also one of the most important, especially now. BrewDog has always been focused on making other people as passionate about craft beer as we are, and that includes people who, like Randy, don’t want alcohol in their beer. Our AF line of beers offers everyone an alcohol-free alternative for any occasion and we’re thrilled to add Ghost Walker to the lineup.”
A video about the promotion can be viewed below:
Lamb Of God will release their self-titled new album on May 8. The release of the Ghost Walker beer is one of many things the band is doing to promote the release. Stay tuned for more insight into the record and Lamb Of God’s unique approach to marketing in the weeks ahead.
