Rick Astley made his own beer, and he needs a name for it
by Luke Ottenhof
January 3, 2017
It will probably be named Never Gonna Give Brew Up.
Musicians getting their own flagship beer is nothing particularly new. Toronto’s PUP unleashed theirs, the aptly-named “The Dream Is Hungover,” last year. Against Me! came out with “Black Me Stout,” back in 2014. Even though Mill Street didn’t work directly with The Tragically Hip to make their “100th Meridian” craft lager, it’s impossible to read the name without yelping it like Gord Downie in “At The Hundredth Meridian.” Music and beer make damn good branding.
So naturally, your favourite ’80s-spun internet-sensation Rick Astley has dipped his toes into the brewing-as-branding game. The pop-star-turned-YouTube-headache has announced his collaboration with Danish brewer Mikkeller, describing the brew as a “quite fruity” pilsner.
“I enjoy a beer with friends and I’m hoping to sell my own brand soon,” Astley told The Mirror, sounding like a 36-year-old guy’s Tinder bio.
Mikkeller, based out of Copenhagen, has yet to name the beer with Astley, making the announcement a conspicuous tactic: announce a Rick Astley beer, let the internet generate names for you free of charge, pick the most popular one. Alright, we’ll play along.
Rickrollsch. Astlager. We’re just spitballing here, cause NME has won the race with “Never Gonna Give Brew Up.” Game over.
Stay tuned to see what name Mr. Astley chooses for his fruity, barley baby.