Camden Town Brewery has teamed up with Marmite to launch its brand-new Camden Marmite Ale.A limited-edition beer that celebrates everything there is to love about the iconic spread, the new Camden Marmite Ale has been brewed with real Marmite for a punchy taste.For the lovers, this will be heaven, but for the haters – well, there’s still Camden Hells.
To create the new collaboration beer, Camden started with a combination of pilsner, Munich, Perle hops and smoked Rauch malt – one of the most divisive styles in brewing. The brewers then added Marmite, resulting in a smoky, Marmite-infused ale with a medium body and clean finish.
And this isn’t just a beer that tastes like Marmite. For those not already in the know, Marmite is a by-product of the beer brewing process, with most of the beer yeast produced in the UK then going onto produce the nation’s favourite toast topper. That’s why it made sense for Camden toactuallyadd Marmite to its new ale, bringing that delicious taste to centre stage and bringing the yeasty journey full circle.
The pairing of a smoked beer with the umami flavours found in Marmite means beer lovers can expect initial upfront aromas of oak-smoked malt, followed by a full malty presence with the salinity and yeasty elements of the Marmite, all balanced by the sweet Munich malt.
Ashleigh Amos, Head of Brand Experience and Partnerships at Camden Town Brewery, said:“We couldn’t be more excited to bring all the lovers out there this brand new beer. As lovers ourselves, joining forces with Marmite is an amazing opportunity to really show off our brewing credentials. We immediately got to work on how we were going to bring the rich, smoky flavours alive, while keeping the freshest tasting beer our Camden lovers recognise.
“Marmite is such an iconic brand that’s been dividing the nation for over 100 years, so we couldn’t think of anyone more iconic to launch a collaboration beer with. Combining Marmite’s distinctive flavours with our never pasteurised beer might seem like an unlikely pairing at first - but trust us, you’re going to love it.”
Sophie Allan, Brand Manager at Marmite, said:“Marmite fans love it when we surprise them and put their favourite yeasty spread into new products, and this will be no exception. Strictly for our over-18 fans only, with the help of our friends at Camden Town Brewery they’ll be able to enjoy the distinctive taste of Marmite in an ale. It’s no secret that our favourite toast-topper originates from brewer’s yeast, so we’ve simply gone full circle and put Marmite back into beer. Whether you’re a lover or a hater, this distinctive Camden Marmite Ale will be one your tastebuds will remember – cheers!”
This limited-edition collaboration pays homage to all the lovers out there, so Camden is stocking its Marmite Ale at all major retailers: Tesco, Sainsbury’s, Co-op, Ocado, Waitrose or Morrison’s from 13thSeptember. Beer (and Marmite) lovers will also be able to pick up a pack on their next visit to the Camden Beer Hall or from the Camden web shop for £8 for a 4-pack.
