Collaborating with YouTubers and Beer52
We've teamed up with YouTubers 'All the Gear' and Beer52 to launch an exclusive new beer, available via Beer52.
It was a partnership too good to turn down, and turned out to be a fun project to craft a new beer, sharing and skills, knowledge and passion with some like-minded folk.
All the Beer, is an exclusive never-before-tasted Pale Ale developed here in on our brew kit with Jack Joy and Ethan Smale of outdoor adventure channel All the Gear. It features in their latest video where the pair turn their tiny Suzuki Carry Van into a pub.
Having worked with Beer52 for some time, Jack and Ethan were introduced to our Founder Marco, and together they decided to brew a beer for the Suzuki-turned pub. They then hit the road to tour the UK, visiting other YouTubers and welcoming them into their makeshift pub to enjoy a pint of the golden elixir.
It was epic to have the chaps from All The Gear visit us to try some beers and work out what type of beer to brew. With Jack a lager man and Ethan a hop head, they settled on an easy-drinking session Pale Ale to accompany them on their global adventures.
All the Beer represents part of an exciting development in brewery collaborations, with Leeds’ Northern Monk and Sweden’s Lervig among the other breweries connecting with creators on the world’s biggest streaming site to develop new and exclusive beers.
The first of two videos went live last Wednesday (5 November) and has already generated over 280,000 views.
Ethan Smale, Host of All the Gear, said: “This has been the most exciting project to work on and it’s been amazing working with everyone at Beer52 and St Ives Brewery. Having your own beer is something you never think will actually happen and it was quite surreal holding the can for the first time. We hope everyone enjoys it as much as we do.”
Marco Amura, Founder of St Ives Brewery, said: “We love sharing our passion for the art of brewing with likeminded people, so partnerships like this are amazing for us. Teaming up with All The Gear and Beer 52 was an opportunity too good not to take up, and being able to brew a one off limited edition beer was a real honour.”
Fraser Doherty, Beer52 Founder, said: “It’s been fantastic to evolve our partnership with Jack and Ethan to develop this brand new collaboration beer exclusively for our 150,000 beer club members. All the Gear resonates perfectly with our spirit of adventure and discovery, so we were delighted to work with them and the amazing team at St Ives to launch the perfect travel companion for any expedition.”
The beer is available exclusively through Beer52. To claim a free case of 10 exclusive beers, including All the Beer, go to beer52.com/GEAR.
You can watch the full video along with All the Gear’s full portfolio here.
