Ale Asylum: Brew Pipeline collaborates with Motörhead, launch Röad Crew beer

MADISON, WI (September 10, 2020)- Brew Pipeline, a turnkey national distribution platform, announced today it’s partnering with Wisconsin’s Ale Asylum to brew a new collaboration beer in partnership with Motörhead and Global Merchandising Services. Röad Crew, an American Pale Ale named after rock band Motörhead’s anthem “(We Are) The Road Crew,” from the ground breaking 80’s album “Ace of Spades,” is officially launching in the U.S. beginning next month in celebration of the album’s 40th anniversary. This beer will pay tribute to live music and all of the people behind the scenes that it takes to put on a live production.  

“I am delighted that the U.S. now gets to have Röad Crew in their homes regularly, and that our American-based fans can savour this world-class rock-n-roll beer,” says Phil Campbell, guitarist for Motörhead. “It’s as loud and tasty as Motörhead, so enjoy, drink up and enjoy again!”

UK’s craft brewery, Camerons, teamed up with Motörhead to launch a Röad Crew brew in 2015. After being placed in over 1200 locations within the first year, it has gone on to be exported to 22 countries. Brew Pipeline noted the demand in the U.S. and teamed up with Motörhead, Global and Ale Asylum to create this new collaboration beer for fans on this side of the pond. Band members Mikkey Dee & Phil Campbell have contributed to the development of the beer, influencing the flavor profile and ensuring a drinkable brew that can be enjoyed while listening to their music. The team at Ale Asylum has been fans of the band for years and was a natural fit for bringing this rock-inspired beer to life. 

“We haven’t rushed our entry into the U.S. market because the partner had to be right, and in Brew Pipeline and Ale Asylum of Wisconsin, we’ve found a great U.S. home for our APA,” says Todd Singerman, manager of Motörhead. “Lem’s insistence that standards be maintained continue to drive everything we do, and this U.S. Röad Crew APA proves that point even further.”

Röad Crew will be sold in 4-packs of 16 oz cans with a suggested retail price of $9.99-10.99, and in kegs. Prices vary due to promotions and individual state taxes. Product specs include: American Pale Ale5% ABVCrisp and refreshing, packed with hoppy citrus aromas

Röad Crew will be available for year-round distribution as part of Brew Pipeline’s PORTFOLIO program. It will be available for purchase across the U.S. this fall. A portion of proceeds from the beer will be donated to Live Nation’s Crew Nation Fund, providing financial support to touring crews affected at this time. For more information regarding distribution and retail, please email [email protected] and follow #WeAreTheRoadCrew on social media.